Technology has permeated all aspects of our society to the point where we can no longer ignore it. Things that once seemed far-fetched, like phones you carry in your pocket and search engines answering questions in moments, have become everyday expectations.
This is especially true for most Millennials and all of the rising population coming from Gen-Z. These generations have come of age in a world reliant on the internet and cell phones, and that means businesses looking to attract them need to learn to leverage tech to the same extent.
How To Attract New Customers
First things first: Your company needs a quality website. While that might seem like the obvious first step, there are many long-time business owners who don’t see the need. After all, they’ve done fine with a bare-bones website—or without one entirely—for years.
But many of today’s consumers research businesses online, and I’ve found they have high expectations when it comes to user experience. If they can’t find you or they don’t want to stay on your site, they aren’t likely to spend their money with you. Your website must also be mobile-friendly, as many people now shop on their phones instead of on their computers.
Look for ways to use technology to improve the customer’s experience as well. Keeping a customer on hold for an extended period is a sure way to drive that customer to your competitors. My auto-refinance business, for example, has developed a “digital journey” for our customers. Instead of making them wait on hold to apply for a loan, we’ve integrated the technology that lets them fill out the application online or even use their phone.
How To Hold On To Existing Customers
For some businesses, it’s all about repeat customers. Used properly, digital tools can help keep your current customers engaged. In addition to your website, you need to be posting regularly on social media. Facebook, Twitter and even Instagram are great tools to build your brand presence with younger consumers and those who want to follow your brand after working with you.
Make sure customers can reach you without delay. The days when offices were only open Monday through Friday from 9 a.m. to 5 p.m. are long gone. I believe technology has made us impatient; many people want their packages delivered in two days and their questions answered immediately. Customers might reach out to you in the middle of the night, and if there is no response, they might turn to your competitors.
That doesn’t mean you need to have someone answering phone calls all night, but I do recommend making it easy for customers to place orders or schedule appointments on your website. Technology in the form of chatbots can also answer customer questions until your staff is available.
You can also consider developing a smartphone app for your business to help you stay in touch with your customers. This ease of communication can help keep customers engaged as well as enable businesses to monitor their behaviors and develop strategies based on this behavior. This can then lead to increased customer satisfaction.
Don’t Be Distracted From What’s Important
With all the emphasis on technology, you need to be careful not to alienate customers who are not as tech-savvy. In the end, it doesn’t matter how cutting-edge your tech is or how large of a digital presence you have. You need to make sure you are selling a quality product or service, or any customers you attract won’t be your customers for long.
In a few years, today’s technology will be outdated and replaced by a newer, faster, better version. Your business needs to grow with the changes or it will be left behind.