消費者中心:從態度到現實

消費者比過去更能影響他們與品牌之間的關係;他們的心聲事關重大,能對品牌的行為產生強大的影響。品牌必須學習更迅速地反應,並跟隨六個簡單而具決定性的準則。 More than ever, customers have a powerful influence on their relationship with brands. Their voice matters and they can have a strong impact on a brand’s behaviour. Brands must learn to be increasingly agile and follow six simple and decisive principles.

消費者中心:從態度到現實

一些主要的趨勢早已開始影響並擾亂經營消費者關係的方式。這些影響來自於即時獲取的需求、逐漸降低的忠誠度、抵制品牌的潮流。還別忘了消費者越來越強調個人獨特性,他們需要被瞭解、在每個接觸點被識別出來。
別誤會:消費者在他們與品牌的關係中已經掌握權力。「以消費者為中心」──將消費者放在組織的中心──不再能單純被當作口頭上的宣示,而必須被視為策略性的籌碼。如果品牌想瞭解變化的趨勢並跟上變化,越來越能靈活應變的能力攸關品牌的生死。
想與消費者建立良好的關係,品牌需要記得六條關鍵準則:
Some major trends are already having an impact and disrupting the way customer relations are managed. These are born out of a demand for instant access, growing disloyalty and an undercurrent of defiance towards brands. Not forgetting individualism in customers, who now demand to be known and recognised at every touchpoint.
Make no mistake: the consumer has seized the power in their relationship with brands. ‘Customer centricity’ – placing the customer at the centre of the organisation – can no longer simply be a pious vow, but must be seen as a strategic stake. It is vital for brands to be increasingly agile if they are to understand and anticipate change.
Building good relationships with customers requires brands to remember six key principles: