The current environment has tested business models in completely unprecedented ways and made it clear that agility is a critical cultural aspect of the way organizations think. It is important for brands and marketers to adapt to customer challenges, especially in a time of “new norms” (wearing masks, social distancing, etc.) and redoubling efforts to facilitate online communication and service. Latest survery results confirm that the pandemic has led to an increase in the popularity of digital products with 63% of consumers and 66% of their acceptance. Latest reports show that social media presence and having a perfect process in the company is very important. You can buy Instagram likes, followers and other social media services to quickly power-up online presence.
In addition, 58% of consumers said they had interacted with brands that were able to quickly adapt and better respond to new norms. While 67% of CEOs responded by increasing their brand’s social media presence, only 35% of them use customer feedback to quickly prototype new offerings.
One of the top recommendations for marketers, according to the latest reports, is to focus on creating relevant content by tracking trends and tailoring their message accordingly. If possible, marketers should create a holistic CRM process based on their digital interactions with customers to better understand and serve them.
The report provides an example of an unnamed global consumer goods manufacturer that created its own customer data platform. After consolidating its 1,700 table customer database, the company consolidated the data into eight tables, and the team was able to effectively deliver more personalized marketing solutions to an audience of 50 million customers.
The pursuit of efficiency is a logical path for organizations looking to find every possible means of maintaining their business. However, when the pandemic made technology the primary way customers interact with companies, it wasn’t enough to build connections. One of the US universities surveyed 16,000 people, of which more than 56% of respondents said they want a more “human” experience with the virtual environment.
The happiness of employees and customers is closely intertwined. Customers are 1.6 times more likely to shop from brands that can demonstrate their “humanity” – genuine concern for others. At the same time, employees of these brands are 2.6 times more likely to feel motivated to work. Research has shown that senior executives continue to actively align their values with shareholders and view their organizations as “human beings” that reflect and support the values of those for whom they work.
How to gain trust
People, at their core, care about the values of the companies they support. Social values don’t have to be overly noble, but they can be as simple as treating employees well. According to reports, 82% of customers are more likely to visit businesses that ensure the safety and well-being of their employees. 31% cited this as a priority for receiving repeat services.
Trust is built on the promise of a brand and the delivery of its product or service. Even during the most hectic times, when delivery meets expectations, brands build trust. When the gap between messaging and service widens, trust erodes and reputation suffers. It takes years to build trust, and seconds to destroy it. In today’s digital age, data privacy is often at the core of consumer trust.