In the digital age it is imperative for brands to elevate their customer service to suit the online generation. The Internet has completely transformed how individuals engage with brands, and in the past two decades customer experience has become the driving force behind the digital transformation of modern brands. The vast majority of digital marketers urge brands to embrace digitalization because digitally mature brands are much more likely to have more influence over the market in which they exist.
Social media and smart technology have altered customers’ expectations of the brands they consume. Customers now expect instant results and seamless connectivity. For many this means that brands have a distinct presence on social media, that they are accessible and cross-functional across smart devices, and that they keep in contact with their customers. They also expect brands to know what they want, sometimes, even before they know it themselves. Brands that are not willing to revolutionize the way they market to their potential customers are doomed to failure. Brands must keep up with current trends and be able to predict customer behavior if they hope to stay relevant.
To close the gap between a brand and their hopeful audience a brand must have a comprehensive understanding of their customer. Predictive analytics can help a brand to compete with the ever-changing interests of their customer base by allowing them to utilize the data that their customers produce in order to get a clear picture of who their customers are and what drives them. Brands can then make profiles of their ideal customer and cater their marketing strategy to attract that customer using the context generated by that data. Artificial Intelligence and automation, as well as AI with machine learning capabilities allows brands unprecedented access to customer data and the power to sypher through it faster than any person ever could. Designing a digital marketing strategy that is not only unique to a brand but also personal to the customer base that they hope to reach will help to advantage a brand against its competitors.
It is clear that consumers are changing. Any brand that hopes to keep up must evolve. Digital literacy and progression are paramount for emerging brands to have if they hope to survive and thrive in any market. Brands whose digital transformation is tied to customer experience tend to have a competitive edge because they are in a better position to predict what their customers will want.