Data Helps Companies Keep Pace with Consumer Expectations

Scott Horn, CMO, [24]7.ai

Consumer expectations have changed significantly in the last 10 years. Advances in technology and the surging popularity of social media have raised the bar for both relevance and responsiveness. Consumers now expect companies to be responsive to their needs at all hours of the day (including holidays and weekends) and forget offering one size fits all experiences. Consumers want content and offers that are catered to their unique needs and interests, and if companies can’t deliver on this, consumers won’t hesitate to go elsewhere (and probably blast you on social media while they’re at it).

Moments are the points along the customers’ journeys before, during, and after the sale. These journeys—including product comparison, purchase, ordering, bill payment, and others—form the relationship that customers have with your brand. To deliver the experiences customers want, companies must learn how to leverage their data to its full potential and move beyond channel-centric thinking. Instead, adopt a post-channel strategy, where you connect customer journeys no matter where, when, and how they happen.