Content Marketing Blog

Is your online service meeting customer expectations?

Investing in the future is something that every sustainable business needs to do – and a new survey suggests that this is about striking the right balance between traditional and digital channels.

The 2013 Optus Future of Business Report found that the way people get in touch with companies is set to change over the coming years, so organisations need to be ready for this shift.

Of the consumers surveyed, the majority rated the online channel as their preferred way of interacting with organisations over the next three to five years.

However, just eight per cent said they would like to engage with companies in this way, suggesting that any social media strategy needs to be well thought out.

Optus is therefore encouraging businesses to provide the right mix of traditional and online channels, otherwise they risk alienating consumers and not giving them the tools they need to engage.

There are also some differences in how sectors are embracing this challenge – financial and insurance services are leading the way with mobile consumer interaction, while manufacturing and utilities industries are the least likely to use online channels.

When it comes to social media marketing, hospitality, retail and media and telecoms are leading the charge.

Managing director of Optus Business John Paitaridis explained that although consumers no doubt value online channels, this should not be at the expense of traditional methods of communication.

"We believe for businesses to thrive in today's customer-driven economy, they must demonstrate the value of all channels, including online, mobile and social, and ensure that the channels are optimised so that services created can improve customer experience," he commented.

Further results from the survey show that more than 40 per cent of people see improving customer experience as a reason for creating new digital channels, although 66 per cent also plan on continuing to offer contact centres.

Posted by Emma Furze