It’s a fact; it’s becoming more and more difficult to impress customers in the digital world and make those real connections required to build ongoing relationships.
With the creation of Web 2.0, we are seeing the emergence of a new type of digital consumer, who is no longer simply a passive ‘site-seer’ on a fixed consumer journey, but an independent explorer craving freedom, adventure and companionship. – Sarah Morning, Planner at Ogilvy UK
With the uptake of mobile (and more) devices the customers now have a higher level of control and transparency of information that is reshaping the customer’s point of reference. As businesses this means that the expectations of customers are at an all-time high in areas of customer experience and service.
Whether you provide products and service online or offline (or both) your customers need expected and demand abundance, control and speed. So it’s not just enough today to meet their expectations, we need to exceed them and fall in love with our customers all over again. Treat them like princesses and princes, adore them, make them the centre of our universe.
What you need to aim for is branded communications that are functional and frictionless. This means that your messages need to reach the right people and at the right time. All of your content and your online experiences should be personally relevant to each and every customers; they need to feel the love.
This strategy required responsiveness, flexibility, adaptability and a total focus on your customers. And this applies to every touchpoint, both offline and online.
Overall, to fall in love with your customers again you need to meet them, get to know everything you can about them and learn all you can about their wants, needs, desires and expectations. From there you can do everything you can to satisfy those desires and make them fall in love with you too.
For more information on how to learn all you can about your customers (not in a stalker kind of way, their expectations and how to create meaningful, branded communications that appeal just contact your local branding specialist Liquid Creativity.