Will the future be customer-centric?

Gabriela Gurgui

Digital Illustrator

17 aug, 2020

By definition, customer-centric marketing is an approach designed around a customer’s needs and interests. Companies that take a customer-centric approach don't just say it but prove it through providing exceptional customer experience for a specific niche.

Even though it's essential for businesses to put customers as their priority, not all of them take the customer-centric approach as a core value of their company.

What factors will include a customer-centered approach?

Times have changed, the new technologies are leading to new ways of bridging the gap between products and customers. As a result, the future of branding will depend on connecting with your customer on a personal level and offering exceptional customer experience.

1. Personalization

In the future, brands will have to explore more creative ways of experiences and campaigns that focus on their target customers.

  • people are harder to please - In this century, Generation Z chooses fast between products because of a large variety of products that are at one click away. They expect to receive something exclusive, personalization being perceived as a luxury offering.
  • brand ambassadors - It's easy to understand that companies that will make efforts, they will be rewarded by their customers who will actively spread good reviews about the company and its offerings.
  • a better understanding of current customers base - Companies that believe in the power of personalization will invest more in systems that would enable them to provide useful data about their customers.
2. Virtual Reality (AR)

The emergence of Virtual Reality and AR will improve customer service and support, connecting the virtual experience with the physical environment for customers.

  • providing remote assistance - Virtual Reality could be the best solution when a customer needs technical help because troubleshooting is often slow and difficult for customers to understand and follow.
  • developing the product - Businesses could improve a product gradually asking feedback in real-time from their customers.
  • simulating a product - At IKEA, people have the chance to explore different possibilities for their kitchen design via a VR headset. That way, businesses can stimulate customers' emotions when thinking about the products.
2. Voice Search

Voice search is growing faster and is becoming popular for the younger generation. Google reports that 27% of the online global population is using voice search on mobile.

  • searches through voice - Studies showed that 55% of teenagers are using voice search to find a product or brand online.
  • brands will have a voice - Consumers are already starting to get used to the latest home voice assistant devices as Amazon's Echo and Google Home. In a few years, companies will have to adopt voice strategies to attract their target customers.
  • having a voice that differentiates - Companies will have personality, but they won't focus only on 'look & feel' but even creating their voice to differentiate of other brands.

Lastly,

Brands will have to focus on developing their personalities to adapt to the future where consumers will have big expectations according to their needs.

+ Brandenstein's Brand Sprint Guide for you to rebrand in 3 hours

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