How business legal can influence customer micro-moments

Oct 14, 2015 12:00:00 PM

I missed a phone call from the car dealership while listening to a voicemail from my doctor’s office, got a calendar notification cancelling my morning coffee meeting, browsed a sale from a retail email, and accepted two friend requests all while walking into 7:00p.m. Zumba class.

More online searches and interactions are taking place on mobile devices now more than ever before.

These little moments between our everyday activities, found in Google's guide, "Winning the Shift to Mobile," are called micro-moments. They’re the “I-want-to-know,” “I-want-to-go,” “I-want-to-do,” “I-want-to-buy” moments that every marketer should know about. Because I already know that you’re thinking that managing any type of business legal isn’t the same as being a marketer, I’m going to save us some time and call a spade a spade by saying that your spade is wrong. You’re always a marketer. You market who you represent and you market yourself.

Because ain’t nobody else tryna.

Business legal influences customer micro-momentsWith ⅔ of smartphone users checking their phone within 15 minutes of waking up (guilty) and 30% of users admitting to getting anxious when their phone is MIA (occasionally guilty), useful content, branding, and customer service are being deployed into a digital battleground.

Don’t have the answers to these questions? Better find them. Because, the missing word in the “I-want-to-know,” “I-want-to-go,” “I-want-to-do,” “I-want-to-buy” mantra is nowConsumers want what they want and they want it now. 

I want it now

Hey, I’ve been there. Shoot, I am there. I’m actually confused as to why the chocolate fairy hasn’t swooped by my desk on her broom (yes a broom it’s October) and dropped down the dark chocolate Kit-Kat I want yet.

Chocolate

But, my point is this: if you aren’t the legal service provider, lawyer, business legal team, or jack-of-all-trades startup president who is giving customers the information they want about their personal info and doing it in a timely manner...someone else is going to be that for the customer.

Customers want:
  • Quick updates
  • Accessible information
  • Transparency

Being in business is anticipating the micro-moments...the times when you don’t know if a user will ever really want a piece of information, but your bottom dollar be bet if you can’t find that info for them at the drop of a hat.

Really, you should want to have that information at your fingertips as well. If a wonky situation does arise, you don’t want to dig yourself into a deeper hole by taking forever to find what you’re looking for. Who ever said excessive, slow data-mining would boost your reputation? 

They didn’t. That’s why you have to make sure you’re covered beforehand.

Check yourself

Who knows—it could be a crazy Friday night with me, my white cheddar cheezits, and a marathon of Friends (again), and I randomly want to read the latest privacy policy update from my most-used online service...that’s my micro-moment. TV, junkfood, and me-time...but that random thought needs attention. In a perfect world, I should be able to go to my inbox and search for that communication. I’m a loyal customer—knowing what I pay for and the standards that go along with my service shouldn’t be too much to ask, right?

high five

Unfortunately, angry parents waiting in carpool lines everywhere are harping on customer service reps right now about how they were misinformed or uninformed saying, “There’s someone else who would be happy to have my loyal service!”

As impolite as yelling at CSRs is, they’re right. There are other companies who would gladly swoop a customer up. There always will be. If you don’t step up your game to aid your customers during those micro-moments when they just want to check in on a little somethin-somethin, other businesses will take their service. And you’ll never see it again. 

Be the positive influence and keep your reputation shimmering by preparing for customer micro-moments, and instead of customers leaving you, they’ll be recommending you. Promise.

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Amber Ferrari

Written by Amber Ferrari