Almost all companies are unanimous: the digital is no longer an option but a necessity. For some, being digital means having an online website, while others have multiplied initiatives and tests without convincing results.
A real change in consumption patterns
Most importantly, in the digital era, the buying cycle is deeply marked by a new consumer habit: instantaneousness. Our ever, more digital world means we do not have to wait for information or to receive a product.
Initially, this taste for instantaneity characterized only the world of BtoC. Today, the upheaval also extends to the sphere of BtoB. And this reign of « everything, right now » impacts the entire value chain.
In this context, the customer’s expectations are multiple:
always have a choice of options and be able to easily compare different offers;
access all information relating to the brand and its products or services (production, composition, prices, consumer opinions …);
get the good or service chosen with ever shorter deadlines;
to be considered and recognized by the chosen company.
Markets in disruption
The markets are in perpetual motion. The demands of consumers are constantly increasing, which pushes companies to innovate and accept change … on pain of seeing their customers flee to a dynamic competition, which initiates the disruption of the market.
Pure players, who by definition perfectly master the digital codes, have a real ability to identify bread points of users. A significant advantage that allows these digital native companies to know exactly which innovations will improve the user experience.
Faced with these increasingly competitive players, practicing active listening to your market allows you to anticipate changes and stay in the race, whatever your sector of activity.
The product-centric approach in decline
Therefore, Some brands still insist on placing the features of their product at the heart of their processes and at the same time practice top-down marketing and communication. But customer expectations are no longer the same: the product is no longer enough to fill them, they need to live a new experience!
Discover more about the product-centric with this link ! https://blog.marketculture.com/2012/10/01/product-centric-versus-customer-centric-does-it-matter/
To begin its digital transformation in 2018, it is also to give more importance to the UX design and to improve the customer journey in active or passive collaboration with the interested parties. Ergonomics, fluidity, speed and comfort are the key elements of this approach. The challenge: analyze precisely the user experience and find the best way to integrate them into a customer-centric improvement approach.
Written by Alexandra