The concept of customer care constantly evolves over time. For each phase of growth in the service sector, brands strive to come up with new approaches to respond to shifting customer needs. But has this fast pace of evolution caused us to lose sight of what customer service really means?
In these four timeless TED (Technology, Education, and Design) talks, industry experts and thought leaders share their insights about how customer service started and how it’s shaping the business industry. TED is a nonprofit organization aiming to spread ideas about almost all topics, including science, business, and global issues.
Watch these quick but powerful talks to gain fresh ideas on how to position your brand through better customer engagement.
1. On authentic and artificial consumer experiences
Joseph Pine, writer of the book “Mass Customization,” is an advocate of rendering rich customer experiences. In this TED talk, he discusses how brands started from the commoditization outlook and evolved as providers of experiences. Buyers want their purchases to translate into an “authentic” customer experience, but Pine argues why this is a difficult concept to define. His premise is that every event is real even when it’s constructed by artificially made environments, citing theme parks as one of the best examples.
2. The customer service revolution explained
Accomplished Illinois-based entrepreneur, David Bequette, tells from a historical perspective how customer care changed alongside every major period in business. He then discusses why the service sector is one of the most important components in building customer relationships, but it’s often perceived as a low-level industry. According to him, there’s an urgent need to eliminate this discrimination because it hinders brands from building mutual respect among customers.
3. Should you really “control” your reputation?
It could be frightening for business owners to lose control of their reputation. However, it’s almost impossible to take control of, and even track, what people say about brands, especially with the widespread use of the Internet. Should entrepreneurs fear this constant conversation happening around them? Tim Leberecht, chief marketing officer of global architecture firm NBBJ, says that brands can use this to their advantage. In this TED talk, he offers three ways companies can adapt to these uncontrollable chatter in a productive way.
4. The pursuit for customers’ happiness
Brands would do anything to provide unmatched customer experiences. Stories about food companies’ pursuit for the perfect “taste” illustrate this fact. The in-depth market research behind the best variants of food products highlights the lengths that entrepreneurs take to please customers. But the impossible challenge, according to Malcolm Gladwell, is to find the formula that’s perfect for everyone. Gladwell is an author of four books and a staff writer in New Yorker known for uncovering insightful patterns hidden in data.
What indeed is the key to increased customer engagement, and how can brands make themselves more relevant? Does the secret lie in customer data, the product, the company branding, or in customer care? The talks shown above present unique perspectives about what it takes to be successful in the business industry. Watch them all to help you devise a holistic and intelligent entrepreneurial approach.