Sales and marketing firm Alba International discuss whether businesses could be harming the customer experience through so called customer convenience strategies.

SYDNEY, AUSTRALIA, March 01, 2015 /24-7PressRelease/ -- Alba International support innovation and the evolution of business practices but are debating a recent move by fast food chain McDonalds. After launching their App which offers consumers special offers and restaurant information, Fast Food giants McDonalds confirmed last week that they are exploring the possibility of introducing a 'click and collect' service, which would allow customers to place an place an order on the go. McDonalds believe that the move could improve customer convenience, and claim that the idea is part of the brands overall personalisation strategy which aims to aide customers in creating a customisable service. Although personalization of the customer experience is important sales and marketing specialists Alba International are concerned that so called customer convenience strategies such as this could be causing more harm than good to the customer experience, and could cause customers to feel disconnected from their favourite brands.

About Alba International Pty: http://www.albainternational.com.au/

Some believe that convenience doesn't always mean good service, and are worried that many businesses may be confusing the two. By relying too heavily on technology to improve the customer experience, businesses could be at risk of delivering a subpar service should the technology fail, which in the long run could cost their company dearly. Whilst most businesses are currently offering digital customer service channels in partnership with more traditional channels, the firm are concerned that as businesses grow, more and more processes will be moved online. This could pose serious implications for customers who don't use or understand online channels and as such, brands could stand to isolate a huge percentage of their loyal consumer base.

'It's been a hot topic in our office, and many are butting heads over whether it's a good move or not. Many of us believe being more innovative is a good thing, McDonalds is a big name brand and consumers already understand their USP. While the technology sounds exciting, others are questioning whether it's a dangerous move towards alienating consumers' says Alba Internationals MD, James Watson.

Alba International also believes that by limiting the availability of face to face consumer interactions, customer relationships could become damaged beyond repair. Customers may feel side-lined by the sheer amount of online customer service channels and feel as though brands are putting up barriers between them. By feeling undervalued by a brand customers are unlikely to remain loyal and as a result businesses could see a sharp drop in customer loyalty and may struggle to attract new consumers to their brand.

Alba International do support any strategies which aim to increase personalisation and strengthen the customer experience, however the firm is concerned that the overuse of such technologies could be rendering customer service obsolete. The firm believe that apps and online technologies are best used to collect vital consumer data, and send consumers offers and promotions based on their past purchase history and interests. In order to keep customer relationships strong Alba International are confident that face to face communication is the way forward as being able to put a face to a brand and openly discuss issues and ideas can vastly help brands to build deep and meaningful connections with their consumers.

Based in Sydney, Alba International offers businesses the next generation of innovative direct marketing solutions. Working with both national and international clients the firm creates and implements exciting campaigns designed to connect emotionally with consumers and promote greater brand loyalty. As experts in lead generation, customer acquisition and campaign management Alba International help their clients to understand their customers' needs through face to face communication, which leads to an increase in sales and a positive market reputation.

For more information on Alba International Pty follow them on Twitter @AlbaInterPty and 'like' them on Facebook.

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