With the explosion of social media and smart devices, customers are becoming incredibly sophisticated, elusive, and empowered. As a result, the dynamics that govern the relationship between brands and customers is evolving.
But even in this era of engagement and “two-way” conversations, the reality is that the relationship businesses hope to have with customers through these new devices, applications, or networks and their true state are not one in the same. In fact, it is woefully one-sided, and usually not to the advantage of customers, which for all intents and purposes still affects businesses.
Rather than examine the role new technologies and platforms can play in improving customer relationships and experiences, many businesses invest in “attendance” strategies where a brand is present in both trendy and established channels, but not defining meaningful experiences or outcomes. Simply stated, businesses are underestimating the significance of customer experiences.
Some of the biggest trends today--mobile, geoloco, social, real-time--are changing how consumers discover and share information and connect with one another. Technology aside, consumers are driving the rapid adoption of technology because of the capabilities that are unlocked through each device. From self-expression and validation to communication and connections to knowledge and collaboration, new opportunities unfold with each new device and platform.
As smart and connected technology matures beyond a luxury into everyday commodities, consumer expectations only inflate. As a result, functionality, connectedness, and experiences emerge as the lures for attention. For brands to compete for attention now takes something greater than mere presences in the right channels or support for the most popular devices. User experience (UX) is now becoming a critical point in customer engagement in order to compete for attention now and in the future. For without thoughtful UX, consumers meander without direction, reward, or utility. And their attention, and ultimately loyalty, follows.
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