Why is it important to know about trends? Because in the same way consumers' behaviors have changed, what they expect and how they expect it, the purchase decision times and even the places to make that purchase, but above all the interaction and contact they have and their expectations of each brand.
Today's customers are looking for optimal, safe and convenient experiences, but the competition among companies to convince these consumers is also growing rapidly. That is why we share with you five trends that we should not lose sight of during 2021.
- Relationship between technology and customer experience
Personalizing the experience to the fullest should go beyond marketing strategy and encompass all the ways customers interact with the company. Shoppers are open not only to reading and researching product reviews and videos, but also to trying new technologies such as augmented reality and virtual reality prior to purchase. This benefits the creation of personalized customer experiences.
Businesses must look for ways to use technology to connect with our community and deliver the best possible experience. Customer service is how we stand out from the competition and improve marketing performance. Anyone with a smartphone can create the next viral video or piece of content in just 30 seconds, so we shouldn't rule out actions such as podcast, the company's social listening, live chats, virtual or mixed-format events and, of course, making the most of the tools provided by social networks.
- Data science
The relevance of data is growing and is increasingly necessary in order to offer positive shopping experiences to consumers. This data can reveal purchasing patterns, payment preferences, service and product presentations and their reactions to changes, among other predictions, and from there make the pertinent decisions that favor our offer of goods or services.
- Consistency in the speech in all its channels
A question we are frequently asked is: how many social networks should I have? how many should I have a presence in? although it will depend on a detailed analysis of the good or service, they should be the ones that we can manage in the most appropriate way and that allow us to have a real contact and relationship with our public.
Our customers expect a genuine and consistent response whether their interaction is on social media, messaging, or email. Neglecting any of these could be a frustrating experience for customers.
- The true value of brands
Of course this is not new, but all the evidence points to the fact that brands must align their marketing and communication with corporate values, even beyond diversity, equity and inclusion, companies will play a bigger role than ever in expressing the values we seek to make the world a better place. Consumers not only want to buy goods and services, but they also want to contribute to causes with which they identify. Consumers are more likely to support a brand that cares about their own social issues. Today's customers want to know what brands are doing to contribute to the well-being of their employees, corporate neighbors and suppliers, among others.
In the latest study conducted by CCK, The welfare of Central Americans 2020, in the case of the brand, it was determined that brands can contribute to the different dimensions of people's wellbeing.
- Create more connection with the digital customer
Research published in October 2020 by McKinsey and Company revealed that more than 90% of Americans are spending more time on their electronic devices. This is normal exercising, socializing, working, shopping and more, online. It's not about generations anymore, it's all of us. There are certain digital experiences that consumers are getting used to, such is the case of "buy online and pick up in store". Your website and social media are now the gateway to your brand or business. Therefore, investing in improving e-commerce and virtual events is key, but it is more important to generate content that adds value, regardless of the channel we use to connect with our audiences.