Krishen Iyer on Insurance Marketing, Gilroy, and the Importance of a Personal Touch

A host of relatively recent technological innovations have changed the way consumers interact with brands across all industries, and most experts predict that the popularity of e-commerce will only continue to grow over the years to come. Such a radical shift has naturally raised a number of complicated questions, particularly as it relates to the role of customer service in an increasingly digital world.

According to digital marketing experts like Krishen Iyer, the rise of e-commerce has highlighted the substantial value consumers continue place on customer service. Iyer, the founder of the Fresno-based Managed Benefits Services, noted several recent interactions with members of the Gilroy-area community while illustrating the role customer service elements continue to play in the digital marketplace.

“There’s no denying the importance of brand recognition when it comes to landing new customers, but creating a sense of familiarity in the mind of the consumer is only one of many outcomes sought through a marketing campaign,” explained Iyer. “In my experience, the ability to connect with consumers on a personal level is also necessary to ensure a marketing campaign ultimately achieves the most optimal result possible.”

In keeping with the ideas expressed by Iyer and other digital marketing experts, many companies are beginning to recognize the importance of establishing and maintaining a personal connection with customers. As more and more brands begin to shift their focus to e-commerce and other digital strategies, it is evident that consumers are increasingly wary of brands that allow customer service to go by the wayside during the process.

Iyer noted that a number of major national brands have done exceptionally well in making the transition to a greater focus on e-commerce strategies by acting with the kind of customer service mindset typically reserved for small businesses. Some have created community outreach programs, for example, to ensure brand representatives have ample opportunities to interact with customers on a personal level. Other companies have focused on building meaningful customer relationships through frequent social media interactions.

Although there are those expressing concern that the shifting focus on digital marketing and e-commerce will negatively affect brand-consumer relationships, it seems more likely that technological innovations will actually have the opposite effect. Due to recent technological advances and the availability of so much relevant data, consumers are already beginning to see the benefit of the extremely targeted local marketing strategies now being favored by brands in every industry, while brands clearly understand that a commitment to strong customer service practices will remain every bit as important going forward.