Customer experience has always been a crucial business differentiator, but 2020 stressed why it is more important than ever that brands listen to their customers, whose needs are continuously evolving and changing. Forrester’s Consumer Energy Index study found consumer trust as the most relevant and influential metric for success. According to the Edelman Trust Barometer […]
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It has become more important than ever to take the time to understand what is changing and why, so that your brand doesn’t miss the opportunity to build stronger customer-brand relationships. But when you’re looking for the next new thing, don’t forget to look at what has worked in the past. Because in trying times, people seek comfort in the familiar. Last year saw a renewed interest in some old-school marketing formats like newsletters.
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The way that we communicate online is constantly shifting, and every round of new technology changes acceptable response rates. Today’s consumer wants honest help – instantly- not another generic and overused marketing message. Companies must aim to provide the right information, at the right time, to the right person, on the right channel – every time. And that is where conversational marketing comes in because it is all about building relationships through customised, one-on-one content.
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