2020: what to expect for the consumer relationship market
Feb 06, 2020, 504 views
Regarding the changes that we will see from now on in the area of consumer relations, I can guarantee that expectations are high for advances in the customer experience. We can mention some of the advances in business models that are putting the customer first today:
• Omnichannel: it is already a reality and companies' challenges are not restricted to implementation alone. However, without detracting from the technological complexity and accessible information in view of the existing success cases, there is a need to change the mindset of the companies' culture to adopt this strategy, in favor of a better customer experience.
• Marketplace: at first glance, companies are giving importance to the marketplace only for the benefits of offering a diversity of products. It is the responsibility of stores plugged into the Marketplace to use this channel to sell and deliver their products to the consumer. However, there is still a vast field to be explored and, not always, the relationship with the consumer has the attention it deserves.
• Drop shipping: we know how expensive it is to keep products in stock and transport them to the consumer's home. But, do you imagine your supplier delivering, directly from their own stock, the product sold on your website with your printed brand? This new logistics chain management technique transforms the way of tracking and serving your customer, in addition to scaling the business.
• Collab: the name already says a lot about the importance of collaboration and partnership between brands to boost sales. Partnerships such as Nike and Apple, Adidas and Prada, are examples of successful collabs that have reached new audiences and increased consumer engagement. People started to comment more about the brands and, consequently, sales increased.
Along this journey, companies have learned and learned more about the public of interest. On the other hand, it was spontaneous actions by customers that, unpretentiously, gained scale on social networks and started to change their scenario in the market. Social networks and mobile devices, by increasingly connecting consumers, boosted their participation in matters directly related to brands. Chatbots, on the other hand, arrived as an effective solution for companies to gain scale and automate processes in favor of more effective service.
So, with all the changes we've had in the past 10 years, what can we expect in the next "decade"?
• Internet of Things in serving companies: more and more devices will be connected, collecting information and monitoring any problems that may occur. Therefore, active service can act to resolve the unexpected or identify the customer's need.
• Companies increasingly understanding consumers and their needs: as consumers, we seek something that is personalized, according to our tastes and needs. Therefore, companies will come more and more with the "knife and cheese in their hands" and understanding what we really need.
• Analysis of the emotional connections of customers: with the computational power of capturing voice and text, it is increasingly possible for machines to interpret the behavior of customers, based on reading the history and habits. Therefore, before any human connection, the attendant will be provided with this information and trained to deal with the profile of each individual.
• Training of leaders for digital transformation: it is imminent that companies are already talking about this transformation and the difficulties in starting the first steps. On the other hand, there is a need to place all employees on the same page and train leaders to be the promoters of this movement.
• Customer satisfaction focused first on the employee's experience: it is not new that companies promote actions to exceed consumer expectations. There is already movement that alters the route, and first reaches the employee and then reaches the customers, and thus seeks to achieve better results for companies.
• Natural language in the relationship between machine and man: although most of the challenges in this industry are in the integration of these devices and making them accessible to people, it is indisputable that the search for more natural conversations between machines and humans is the biggest impasse. The service provided by a robot needs to be almost imperceptible by the consumer.
• Innovation to work with the four generations in harmony: promoting diversity and inclusion is the smartest decision for business. Given the expectations that need to be met, from Baby Boomers to Generation Z, learning needs to rotate and permeate the entire company.
I believe that the biggest transformation that we will undergo will be in the area of people, given all these changes and the speed of the market. It's just the beginning!