ATTENTION SPAN MATTERS IN FIELD SERVICE
WHY THE 8 SECOND BY MARK BREWER, INDUSTRY DIRECTOR FOR SERVICE, IFS
gy has changed since the year 2000. Our smartphones have become smarter, the social media scene has exploded, and instant gratification is at every consumer’s fingertips thanks to faster-than-ever service from Amazon Prime and others. But what does a shorter attention span have to do with
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field service? For one, it is directly correlated with expec- tation. Consumers expect organisations to effectively cap- ture and keep their attention. They expect organisations to do the legwork for them, facilitating constant interac- tion and information. For another, it makes your market- ing less effective. You have to find new, innovative ways to attract customers and then keep them. So how do you combat the curse of an “uberised” world that demands instant gratification, short attention span and all? Here are three ways to solve your organisational woes to delight your customers and maximise your potential.
2015 study conducted by Microsoft concluded that the average human attention span was 8 seconds, down from 12 seconds in 2000. That shouldn’t be that shocking a statistic considering how technolo-
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Problem: Your future (and current) customers don’t have time for you
Solution: Increase engagement using various media
Attracting potential customers and keeping current cus- tomers engaged demands an understanding of their needs and behaviours. According to a Microsoft study, 84% of millennial customers have used a self-service portal for customer service. Find new ways to engage – for example, through a customised app or a loyalty reward programme. Incentify your prospects using gamification practices, entic- ing them to interact with your brand through a mobile game offering or discount site. Make booking a service as easy as possible with options like scheduling via Facebook, etc. According to Bain & Company, it costs 500% more to
acquire new customers than it does to keep current ones, and the cost of bringing a new customer up to the same level of profitability as an old one is up to 16x more expen- sive. With ever-mounting consumer demands and dwin- dling profit margins, empowering your technicians seems like common sense. Just make sure you have provided
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