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In an era marked by the diversity and digitalization of the means of consumption, and by electronic communication increasingly more instantaneous, assertively attending to customers has required an additional effort from companies. The truth is that to keep up with the consumer journey, many brands need to be available at any time and through different platforms.
With constant technological changes, a new consumer emerges. Today, those who promote the economic market are much more informed, empowered, demanding, and able to compare all the factors that motivate their purchase decision, including brand, product or service quality, service channels, credibility and proximity to the customer .
At the heart of decisions, consumers’ power and freedom of choice on how and when to engage with business increases. By 2020, for example, 40% of the global population will be formed by generation Z, with young people born in 1994 and already growing in a digital and connected scenario. This will influence the relationship model and the structure that must be created by brands to build strong connections with their audiences. This new consumer also brings innovation as a requirement.
In search of more closeness to their audience, brands need to reinvent themselves to meet the demands imposed by this new shopper, with expectations of multi-channel experiences. The omnichannel concept is a desire in the superconsumer’s journey. However, for the success of this strategy, it is necessary to go further, adding even more technology and using resources such as Artificial Intelligence (AI), Data Analytics, Machine Learning, Big Data, among others.
With the use of state-of-the-art technologies, companies will be able to explore all the possibilities of interaction with their audiences in a continuous and personalized way, offering an all-line experience, that is, integrating the worlds on and offline, (physical and digital environments integration, in the relationship with clients).
For next year, we will meet disruptive intelligence tools, or new features of current technologies, that aim to extract differentiated conclusions from interactions with customers, creating models throughout the chain of relationship of brands with their public.
Companies that fail to keep up with this new dynamic will miss valuable opportunities to interact, create links, and customize experiences with their consumers. Innovation in this scenario is not just about technology. To reinvent yourself, you need to change the mindset of everyone who builds a consumer or post-consumer experience. Attitude is differential. Although in an increasingly technological world, people are essential to “warm up” relationships between brands and consumers. The subtlety in a consumer experience is understood and delivered by people. On this particular day, as I was a long-haul air-bridge traveler, upon entering one of those first morning flights, a stewardess came to greet me at the door of the aircraft, saying, “You are here with us again this Monday morning! “After my initial surprise, when I was already seated, she brought me a glass of ice water, without my request. Yes, she knew more about my behavior than I could imagine.
* Marcelo Chianello is Corporate CEO of Liq
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