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C.Digital — Where "C" means Customer

4 Faces of Digital Consumer

As consumers become more digital, four attitudes are changing the way they expect to interact with organizations Take these attitudes into account when developing and prioritizing digital opportunities.
86% of consumers say personalization plays a role in their purchasing decisions.
1

I’m an individual (not a segment)

Personalized messages and offerings will be more effective than mass offerings.

IMPLICATIONS FOR LEADERS:

  • Do

    Segment personalization opportunities (e.g., services around products or personalized marketing) by complexity costs and point of diminishing returns.

  • Don't

    Aim to personalize everything. A great product or message will still have significant value for all.

I expect an effortless experience

Effortless access to products and service across channels is a key differentiator.

IMPLICATIONS FOR LEADERS:

  • Do

    Steer consumers to the lowest-effort and most appropriate channel for their issue or request.

  • Don't

    Assume all channels are equally equipped to help consumers with all their requests.

2
96% of consumers will be disloyal if they need to exert high effort for the outcomes they want.
72% Marketing initiatives are more likely to perform highly if they share consumers’ values.
3

What I buy reflects my values and beliefs

Concern over ethics will influence purchasing decisions.

IMPLICATIONS FOR LEADERS:

  • Do

    Align compliance and monitoring resources with the areas that pose the greatest risk to the company’s reputation, and be open about your findings.

  • Don't

    Take a wait-and-see approach to uncover suppliers’ ethics, or rely on standardized tests to try to uncover risks early.

My peers help me decide

Peer networks are now the most impactful information for consumers.

IMPLICATIONS FOR LEADERS:

  • Do

    Identify consumer conversations that are unrelated to the brand to prioritize new conversations to influence, and build IT’s openness to marketing-led digital experiments.

  • Don't

    Focus solely on understanding your brand’s share of voice on social channels, or assume that traditional marketing activities go away.

4
88% of consumers frequently consult a peer review when making a purchase.
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