As a small business, consistently appealing to younger generations is an integral part of the ongoing relevance of your brand. Millennials and Gen Z have very different expectations of your business than their parents might. They want the companies they choose to support to be adaptable and able to embrace their needs and views.
“They’re used to a rapid pace of change, especially from consumer goods,” said Jonna Parker, principal of IRI’s Fresh Center of Excellence, in a recent article. COVID-19 has further accelerated the need to be everything your younger customers want. Businesses need to have an engaging public persona that can be communicated in a variety of ways, because, if you’re not meeting customers face-to-face, you need to show them who and what you are. This is a trend that’s only going to grow.
Imagine you're working a busy shift and the work phone won't stop ringing. You know you have to answer it because there are customers at the other end of the line wanting to pay for your services and products, but you're stuck in the catch 22 situation of having to balance that need with actually producing the services and products they're paying for.
Creating a community around your organisation is a time investment that can boost engagement, get your name on the radars of people you wouldn't normally have access to, and ultimately improve your business across the board. Companies that fail to make themselves appear human and approachable are less likely to be chosen by customers, as well as by future talent when they're looking to fill job roles. Ultimately, this will negatively impact the business as a whole, and make it more difficult to evolve than if you had easy, close relationships with customers.
Here's why building a community around your business is absolutely worth the effort.
Your customers want excellent service, at all hours of the day — that’s what the always-on digital world has made us expect. On paper, that sounds like far too much to ask, especially from a small business – but it doesn't have to be. Fortunately, the answer is simple; what you need is a chatbot.