Worse than spoiled and capricious children, consumers dictate their laws to brands, forced to adapt.
This year, for Christmas, 30 million French should rush on the Internet to shop from their couch. What, of course, respond to the whims of our beloved children. But not only. For the spoiled child is not necessarily the one we believe. To our dear blond heads are now added consumers to whom everything is due. Consumers who always want more, always cheaper and always better. Even if they scorned unscrupulously the marks which would have the presumption of not yielding to their desires!
The fault of new technologies – more so new than that – that have revolutionized, in the past 15 years, traditional consumption patterns. Now, we do not push his cart in the aisles of supermarkets, but we order his leeks on the Net before going to the nearest drive. We no longer wait feverishly discount coupons near his mailbox, but we scrupulously check his SMS. Now we do not try our clothes in overfilled dressing rooms, but we pose in front of an interactive mirror. The list of examples could unfold unlimited as the brands compete with ingenuity to attract the favors of the spoiled children of the Web. Kings, in short, that technology and digitization make even more difficult to satisfy.
Personalization and instantaneous: the whims of the consumer
Not content with everything, right away, they also need a maximum of hyper-personalization and instantaneous.
According to the Observatory of Services Clients 2015, jointly conducted by BVA and Viséo Council last October: ” 80% of French people support differentiated services (speed, personalization) based on their loyalty status. They would even tempted by the experience of choosing their counsel from its areas of expertise . ” Moreover, the more years pass, the more the French become impatient. Thus, waiting times for a customer service are diminishing, not to exceed 48 hours by e-mail (for 98% of the French) and 1 hour on social networks (66% of the French). In short, the concept of customer king has never done as much sense. And there is even something to become schizophrenic. For this customer also likes to push the paradox to its extreme. He wants to buy on the Internet but the plebiscite face to face and proximity. He wants brands that dare but is unable to forgive the slightest mistake. He wants a relationship of the moment but without intrusion into his daily life. He wants to customize to excess but is offended if the marks glean too many datas about him. He wants to be loyal but is unable to be loyal himself, zaping from one channel to another without any other form of trial.
The Master of the Game
It is no longer the consumer who comes to the brand, but the brand that must come to the consumer and with deference, that goes without saying.
So, driven by these new uses that consumers have become the masters of the game, brands have had to reinvent their marketing strategies and give them meaning. Because the spoiled child of the Web no longer wants to simply consume a product, he wants to take it, to be, almost, the inspire. The notion of Customer Experience Management gradually switches to the Personal Customer Experience. It is incumbent on brands to make each consumer a full-fledged individual, even if he is lost among billions of others. To offer tailor-made and instant services at any time of the day or night.
It does not matter. The consumer is a spoiled child. And that’s all. And a little selfish with that!
Also published on Medium.