Understanding consumers has never been as necessary as it is today, given how volatile their behavior is.
And it has never been so simple to learn from them on a mass scale, thanks to technology.
This need is shared by all industries and sectors. Behind the action of selling a car, medical insurance or entertainment, to cite but a few examples, is a common denominator that has always rung true: you must satisfy the buyer.
Because of this, it is time to discover more about those who are already our clients, and about those consumers who can become our clients in the future.
Capturing consumer insights to turn consumers into clients.
The need to focus on client experience and obtain a return from that experience (in terms of knowledge and results) is the main trend pointed out by PwC in the 2019 edition of their annual survey on Consumer Insights.
In this regard, the survey highlights the need to build communities where brands and consumers interact and entice each other, as equals, getting to know each other and creating a sort of continued courtship that translates into a value proposition that is sustained over time.
An endeavor that involves today’s brands opening to large audiences to capture and incorporate insights and bring about two interconnected worlds: the internal one, with employees who focus on the client; and the external one, with loyal clients.
Fuse client and employee experiences.
Creating the necessary connections between two environments divided by the wall that marks the confines of the organization is a crucial step, especially when the goal is to create loyalty among clients, to make them feel part of the family. In this sense, capturing their insights allows us to create a culture where our employees focus on the client, even as ambassadors for the brand.
Listening to consumers and working on their insights results in employees who focus on clients, who in turn become loyal to our brand.
Building communities… to process insights.
Digital communities enable the fusion of employees and clients in one associative environment, where the brand asks its clients about issues of interest and they contribute relevant information on the products or services they would like to consume. The aim, in any case, is constructive: find insights to attract clients and make them loyal, surpassing the value of other digital communication channels with consumers, such as social media, where things are limited to discussion and debate.
Segment consumers based on their behavior.
These communities allow organizations to continuously learn about consumers, as they capture consumer trends, needs and profiles on a mass scale to personalize their value offer, while reaching much further than offline resources like focus groups or other digital tools like programmatic advertising.
Create new contacts thanks to the consumer’s customer journey.
By creating a sense of community in a living channel that listens to large audiences and where, above everything else, there is a will on the part of brands to transform insights gathered into value propositions, brands are attaining more loyal consumers.
In a nutshell, blurring the barriers between employees and clients, opening organizations to interaction with large audiences to gather insights that can be transformed into a greater value offer, or working on several steps of the customer journey are some of the key points highlighted by PwC’s annual survey for a better return on our clients’experience.
[View the 2019 edition of the PwC survey on Consumer Insights here].
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