'Wait.. what, no i'm not!', you argue.
But we must face the facts - we are a society demanding instant gratification and satisfaction.
Image from here
Think of all the fast food outlets that first popped up years ago that specialised in mass production of certain food items. They were quick and convenient for consumers - so much so that individuals gravitated towards them for not only the price point but speedy service, all contributing to a health epidemic (but that's a whole other issue).
Now, consumers don't even want to visit the physical stores, opting to use mobile apps such as UberEats and Deliveroo to experience door-door delivery without having to really to travel/walk anywhere substantial for food. See, we have inadvertently created a culture of immediacy.
And now, more than ever, good service is heavily considered a top indicator of consumer satisfaction. Think of all the bad experiences you've had with a brand. If you didn't complain to the customer rep or sent an email describing your dissatisfaction, chances are your brand perception turned sour. This negative association with the brand and the experience will most likely alter your impressions towards the brand, potentially changing your future decision making process.
This article here explores this need for instant gratification in a world that actually wants personalisation.
Customers like to have their experience feel more personal and tailored. For example, we like when the coffee barista knows us and what we usually order.
So how do we market to the impatient consumer who also wants it to be personalised?
It's a focus on the fact that 'we don't need a digital strategy, we need a business strategy for the digital age'.
Note that modern consumers are always on the go and have access to information for all brands. They have the ability to search, compare, evaluate at their fingertips making it more and more difficult for brands to keep a 'loyal' market.
The key is to ensure the customer experience is relevant and delivers to the consumer's need - think a brand as a problem solver.
One example, would be that if someone were to click on a website for the first time, a welcome message can be displayed. However, if the user is on their fourth visit, a testimonial could shown more prominently or possibly what items were recently looked at and purchased by people similar to them. Studies have shown that people tend to follow the actions of those who they considered to be similar to them - a type of social cue.
Customer Intent
Businesses could even look at consumer behaviour and the little inconveniences they experience. For example, LinkedIn incorporated their 'easy apply' function as they understood how tedious applications can be. This all personalising the experience based on the intention of applying for jobs.
The Future
Businesses are moving towards enhancing the customer experience and transforming their organisation to be more consumer-centric. I think this is a role I would love to be a part of, considering its all about understanding needs and the best way to bridge that gap.
What do you think?
With Love,
Chels
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