Communicating with consumers in today’s digital age is challenging. Consumers are bombarded with marketing messages, they are overloaded with options and the constant connectivity has changed consumers’ expectations and behaviour.
Technology has allowed firms to reach more clients and develop deeper relationships but it has also meant that more firms are now competing against one another to break through the noise.
Consumers are presented with more options and are opting for convenience to suit their busy lifestyles.
The modern day client is on-the-go, and their communication preferences have evolved with their lifestyle.
So, how do you navigate a 21st-century audience? Staying on the frontline of technology while accommodating your clients’ evolving needs is first port of call.
Modern clients are expecting more of your firm. And no, this does not mean more ads – they want conversation, they want authenticity and, most importantly, they need to feel valued.
The modern client is tech-savvy. Demanding mobile and 24/7 communication.
A recent Google study revealed that 61 per cent of users are unlikely to return to a mobile site they had trouble accessing. And I’m sure you can guess where they go instead – your competition.
But as most firms know all too well, undertaking a digital transformation cannot occur overnight. It is a process of continuous improvement. A deep understanding of how your clients’ needs and behaviour is changing is a good place to start.
A shift in viewing behaviour
Mobile is undeniably the way forward as individuals are consuming everywhere and at any time.
When you consider that a third of online bookings are made via a mobile device, you can see the value of offering mobile-based solutions to your clients.
Many millennials, in particular, are multitasking; they are watching TV whilst scrolling on their phones and expecting to book appointments online, at all hours. Considering the modern day consumer is time-poor, having the option to connect with your firm via their mobile is a powerful marketing tool.
Responsiveness is highly valued
Operating in a fast-paced society means clients now expect to converse with your firm instantly. Clients want the freedom and flexibility to book appointments, share and collaborate on documents and make enquiries at their convenience.
Immediacy is king.
Recent research found 43 per cent of all online appointments are booked after hours. Offering features such as online scheduling helps to increase a firm’s responsiveness; providing clients with the speed and efficiency that they crave. Creating a culture of responsiveness in your firm is important as it can be your point of differentiation.
Committing to creating a responsive culture also means being proactive, particularly on your social media channels. Responding to comments and enquiries in a timely manner is best practice. Ignoring your clients’ or failing to respond quickly can compromise your firm’s image and credibility.
The endpoint is gaining client satisfaction
We live in an Information Age. The modern client has high levels of access to information and they demand trust and transparency.
Consumers are less tolerant of poor service. If a client is unhappy with your service, switching firms is as easy as doing a quick Google search.
In the same token, unhappy clients can easily complain about poor service via social media or writing an online review. This is just one of the many reasons why nurturing your clients’ through each stage of their matter is important.
The endpoint is not closing the matter; following up with the client is essential in maintaining the relationship and boosting referrals.
Satisfied clients want to review your firm and quickly refer you to others. By using tools that make referrals easy, such as building a ‘recommend us’ button to your website, not only does it encourage clients’ to refer your firm but it can also help your firm gain more online reviews.