When customers get in touch with companies, not only do they want a response but they want to be kept updated. In today’ s world, it’ s not good enough to send a generic received message and then leave the customer in the dark for weeks. Scott Draeger, Senior Vice President, Product Marketing and Industry Solutions at Smart Communications, explains what organisations need to offer to build trust with customers and give them the service they want.

The last couple of years have been telling. People have grown used to real-time visibility across almost every area of their digital lives. From tracking parcels in real-time, monitoring ride arrivals to the minute, to receiving instant confirmations for everything from food deliveries to bank transfers.

Consumers have been subtly trained to expect clarity, control and continuous reassurance. Visibility is now a baseline expectation rather than a premium differentiator.

Now that expectation is spilling into every sector, including those that have historically relied on formal processes and long communication gaps, such as insurance, healthcare and financial services. Sure, insurance claims, mortgage approvals, medical referrals and policy updates may not be as simple as a food delivery, but customers now expect them to be just as transparent. And above all, they just want to know what happens next.

This change is leading to the emergence of‘ Status-as-a-Service’, the concept that realtime progress updates, contextual guidance and continuous visibility are essential to the service experience itself.

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