What consumers really care about and how AI and data can help your brand thrive.
For over a hundred years, advertisers believed in the phrase “product is king.” This phrase emphasizes that a product’s quality, features, and benefits are the most critical factors driving the brand’s success. In other words, if a product is of superior quality, performs exceptionally well, and fulfills consumers’ needs, it will naturally stand out and attract customers, leading to business growth and success.
Not anymore.
In today’s global marketplace, a strong mission, a clear vision, and an outstanding product are not enough to satisfy consumers. 80% of consumers now consider their experience with a company to be as important as its products. The best experiences don’t happen by accident. They happen by design.
Customer Experience (CX) Design is not new. The dawn of the internet, globalization and Web 3.0 all worked in tandem to give more power to the consumers, as they now have many more options for any product or service. Also, with that power comes higher expectations.
What drives our purchase decisions?
Three critical factors influence our purchase decisions: our physical needs, our emotional needs, and our beliefs. Emotions drive 90% of our purchase decisions. Beliefs (including values) and the product itself follow.
To design an outstanding client experience, one must first let go of the belief that the product is king and, instead, place the consumer at the centre of everything the brand believes, does and says. That implies an investment in understanding your audience at a deeper level.
Data is our your friend…
Data, in this context, plays a pivotal role. In the digital era, consumers leave behind a trail of data with every interaction they have with brands — from website visits and social media engagements to purchase histories and customer feedback. This wealth of information provides valuable insights into consumer preferences, behaviours, and pain points, helping brands understand their target audience deeper. By leveraging data analytics, businesses can create comprehensive customer profiles beyond demographics, uncovering the emotional and psychological drivers behind their purchasing decisions.
The power of data-driven insights lies in delivering personalized experiences catering to customers’ physical, emotional, and philosophical needs. Tailoring marketing messages, product recommendations, and customer service interactions to individual preferences creates a sense of understanding and connection, fostering loyalty and long-term relationships.
Tech helps us deliver…
This is where technology, including powerful Customer Relationship Management (CRM) platforms like Salesforce, comes into play. CRMs provide a centralized hub for managing and analyzing customer data, allowing brands to organize and make sense of the vast information available. Salesforce, as an example, enables businesses to enhance customer interactions, track customer journeys, and optimize marketing strategies for maximum impact.
Moreover, the integration of AI-driven technologies further elevates the personalized experience. Artificial Intelligence can process and analyze large datasets, identifying patterns and trends humans may overlook. AI-powered chatbots can engage with customers in real-time, offering personalized support and assistance around the clock. By harnessing AI’s capabilities, brands can deliver seamless, efficient, and highly personalized experiences at a global scale, transcending geographical boundaries and cultural differences.
However, while data and technology offer immense potential, marketers must use them responsibly and ethically. Consumers value privacy and transparency, and the mishandling of data can lead to a loss of trust and credibility. Brands must balance personalization and privacy, ensuring data collection and usage align with consumers’ consent and expectations.
The paradigm has shifted from believing that “product is king” to acknowledging that customer experience reigns supreme in modern marketing. By understanding and addressing consumers’ emotional needs through data-driven insights and leveraging technology like powerful CRMs and AI, brands can create genuinely remarkable personalized experiences that resonate with their audience on a global scale. In this customer-centric era, businesses prioritizing exceptional experiences alongside excellent products are poised for success and customer loyalty.
Diego López
Creative & content
Canada
