“One of the lessons that have become clear in recent times about what consumers want and what brands have to do to connect with them is that the former have ‘expectations’. In fact, the word has already become a kind of key to say many things and to convey how consumers have assumed that companies have to meet certain standards in their relationship with them.”
The customer experience has become crucial. Consumers want it to be very positive, very good and that it complies with an increasingly broad and complete list of criteria. In addition, in a market increasingly fragmented and more complex in terms of channel and in which it is increasingly purchased in more ways and in more ways, customers expect everything to be harmonious and that the experience they receive is not only to the height in all the channels but also to have continuity.
The consumer cares little for having started online and continued shopping in the physical store, for example, and wants the benefits of each channel to be present in the other.
But, in addition, customers no longer expect just that the omnichannel experience is good and by default, but also have not stopped adding points and elements to what they seek and want from companies in recent years. If you do a quick search trying to discover what consumers want from companies and what studies have been pointing to the subject, you will find many data and multiple sources.
Each study almost points a different thing and thus opens the fan much more. Consumers want committed companies, seek ideals, expect emotional connections, want healthy products and with a positive impact on the environment, take for granted the speed of access to the product … The list could be expanded with many more issues and many more elements .
The error in which companies can fall is to think that each of the pieces in the list is exclusive. That is, take for granted that consumers want one of those points or a pair, but not the others. The reality is much more demanding and the most likely is that consumers do not want one or the other, but rather all or most of them. The consumers’ wish list and their expectations in terms of customer service and user experience are becoming broader, more complex and more varied.
And all this is becoming a potential problem for companies. This happens because companies know that the customer experience, those expectations, are important but also because they are starting to fall under the weight of them. It could be asked if the expectations of consumers have begun to drown – or begin to show signs of doing so – to companies.
Not even the leaders keep up the pace
In fact, some studies already allow us to reach that conclusion. The Customer Experience Excellence study, prepared by KPMG Nunwood on a British sample, already leads to the conclusion, as they do in Marketing Week, that the brands that occupy leadership positions in experience begin to show signs of suffering to keep up with the growing expectations of consumers.
The data of the study show that the leading brands are still in the leadership positions, but also that the scores that are being achieved in general experience begin to show signs of drowning of the brands. Consumer expectations change and grow, but companies are having trouble keeping up with them.
In fact, the score in experience that consumers give brands in the study only grows by 0.7%. The data is especially significant if one takes into account that what was analyzed were the 100 brands with the best consumer experience.
Lessons to learn
Why does this happen and what should the other companies learn from the British study data? Those responsible for the study believe that the situation is very marked by the internal organization of companies, which is not being able to adapt at the same speed to the changes that their consumers are starring.