Forward-leaning Customer Approach
New Amazon research reveals that customers want to be curated to and have offers that are bespoke to them. The study by Amazon found that over three quarters of consumers engage with offers that are personalised. 90 per cent consider action if they trust the brand it comes from. Therefore, businesses have to become customer centric.
In the light of these findings and in the age of the connected customer, Amazon recommends taking what it calls a ‘forward-leaning’ approach to marketing.
This means focusing on the end problem a customer has and then working backwards to create a solution. Businesses have to be customer-centric and relevant to that particular customer at that particular time.
In some cases this can be as simple as understanding what the customer wants to buy. For instance, at insurance renewal time brands’ can serve a customer with relevant content to assist them with their purchasing decision. An example would would be explaining how telematics could reduce their premium.
For retail brands it might use birth dates to trigger a birthday offer specific to that individual. For travel companies; sending destination recommendations based on a customer’s previous holidays and travel aspirations.
Ultimately what is crucial in today’s hyper-competitive landscape is differentiating the offering by creating a personalised customer engagement experience.
Today’s consumers are more discerning than ever and brands recognise this. Brands who are able to treat each customer as an individual are outperforming rivals that take a more homogenous approach to customer service.
Data is the lifeblood of the forward-leaning approach, but data alone is not enough, particularly in a post-GDPR environment.
The pumping heart is the application of the data underpinned by the empathy and expertise to create meaningful one-on-one connections with customers.