On more than one occasion it has been said that, after the pandemic, the field of competition will change radically for brands. Now playing in the field of “fulfilled expectations” will be crucial to satisfy the consumer and what is happening now with Vips is a clear example.
After the coronavirus, the expectations of customers and consumers have increased. The customer now expects more than a simple digital transaction or an omnichannel offering. Tin brands are forced to anticipate experiences throughout the entire customer journey.
Thus, the competition is not with the rival of the category or that of another segment that begins to offer products of the branch. The true aspect to overcome will be the previous experiences that the consumer has lived.
Three aspects will be key to achieving the objective: Considering brand scores as a key KPI for the entire customer-facing organization, database creation and appropriate technology to support important use cases throughout the customer journey and align the individual and collective goals throughout the customer journey so that any disconnect between functional silos such as marketing, sales and customer service is invisible to your end consumer.
In this way. An aspect that used to be an almost natural part of the relationship between brands and consumers will now be read from a much stricter perspective and perhaps the most obvious example is in the images used to promote certain products and what the consumer receives as a final offer.
This situation has put Vips on the ropes, after in recent days various users have denounced from social networks that when visiting the firm’s establishments or placing an order through food delivery apps, the products purchased are far from the images that are they use to promote them.
Merca2.0 contacted the brand’s combination team to find a position on this issue without finding an answer at the end of this note.
Expectation / Reality 🥴 @VIPS_MX pic.twitter.com/JpREBjbjua
– Iván Rodríguez V. (@IvanRodriguezV) August 18, 2021
Expectation reality@VIPS_MX pic.twitter.com/DNE6p9E3yS
– Diego Huacuja (@deachete) August 19, 2021
Seriously @VIPS_MX ? What they offer in the photo / what they serve pic.twitter.com/jppjMylxuu
– Marcel Bledl (@MBledl) August 16, 2021
Expectation vs reality @UberEats @VIPS not even my dog wanted to eat it pic.twitter.com/pyMnpDIzjk
– Tania Maria🌼 (@xtaniamariax) August 16, 2021
The case is one of many that shows that companies still have a long way to go when it comes to customer experience, especially when their actions now play on the terrain of high expectations.
Some data are clear in this regard. According to Econsultancy, it stands out that 51 percent of companies report that customer experience is the number one factor in brand promotion.
However, (as indicated by Apparel Magazine), despite the fact that a large part of companies (90 percent) assure that customer service is a priority within their businesses, only 3 percent are capable of generating positive experiences for consumers.
Similarly, a survey conducted by Avaya found that 81 percent of companies said that their programs aimed at improving the customer experience had not achieved satisfactory results.
This seriously will now be more complex. And it is that after the pandemic, the consumer expects to be served, in every way, in an exceptional way, which is combined with the little loyalty that customers now show to commercial firms.