Por qué el conocimiento del consumidor no es suficiente

Many B2C business managers focus their concerns on finding the right way to interact with consumers.. Despite the possibilities of technology and advances in innovation, in practice it seems that consumer experience failure. Due, many companies are falling short in this area. In other words, they are collecting data from a range of different sources, but they still do not have the corporate-level capability to use this data for future interactions with consumers.

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What is the problem with the consumer experience?

It is a fact. TodayMost B2C companies have active social media programs to interact with their customers. Despite this, when asked, many of these consumers may think that the messages sent to them by the brands they interact with through social media and other channels are neither timely nor relevant.

Among the reasons relevance is lost is companies' inability to connect with consumers in a broader context. As usual, it is part of an experience. This stems from traditional organizational structures because communication through different channels is generally isolated within that channel.

Each channel, at the same time, is separated from the others because today's corporate structures were established when marketing was focused in a single direction, to a single customer (someone who wants to buy my product) through one of the three means. non-interactive (press, radio or television).

Given this reality it seems obvious that a change is necessary. This isolationist approach will not allow B2C companies to play an active role in the life experiences of individual consumers.

A transformation of the organization and mindset is needed to ensure that everyone understands the new business model and that it is clear that, in the future, consumer engagement and revenue will likely flow out of a value network with the empowered customer at the center. .

How to provide timely and relevant experiences?

Perhaps the beginning of this necessary change is to banish the term “omnicanal” from the vocabulary. And not because it is clichéd, but because consumers do not know or care about these concepts.

Consumers have many things and options at their fingertips, but they do not have much time. Therefore, It is crucial for B2C companies not to waste their customers' time by delivering messages or content at inappropriate moments or out of context. As an example, The ads that play in front of YouTube videos often do not match the video's content or the potential audience. Who wants shampoo ads when the topic is about making the most of the car trunk's capacity?

Then, How can B2C companies adapt to ensure they can play a relevant role in consumers' lives and experiences? Information is the solution.

Increasingly focuses on data: Where the data comes from and how to process it to get value. It is not enough to do analysis, You must have a purpose, And that purpose must be to promote products or the brand in the most relevant and attractive way possible.

Between the The steps that can be taken to increase relevance include the following:

1. Determine collaborations. These types of partnerships can help understand how a specific experience changes individual consumption patterns. A) Yes, si una compañía de refrescos podría asociarse con otra dedicada a organizar viajes en barco de fin de semana para saber exactamente cuál es el comportamiento del consumo de este tipo de bebida impulsado por la experiencia de un viaje de este tipo.
2. Obtenga una comprensión de cómo la experiencia cambia el comportamiento (entorno del viaje frente a restaurante local o consumo doméstico). Y esta iniciativa genera importantes beneficios para todas las partes:

• Ofertas personalizadas a los clientes.
• Suministros más precisos de las compañías de refrescos.
• Una mejor experiencia de viaje en barco que garantiza que las personas tengan fácil acceso a sus bebidas y marcas preferidas.

One more time, It can be concluded that without data and without an understanding of what that data reveals,, business performance cannot be maximized., not even if there is a complete consumer experience.

If you want to achieve effective consumer engagement, needs to understand which partners to work with. People have a natural tendency to examine their responses to events or ideas based on the data provided. Business associations and initiatives are no exception. This is demonstrated by cases such as the following:

• Retailers reporting to B2C companies new opportunities, such as new customer segments for their products (gender, age, social status, etc.), allowing new marketing activities and product ideas.
• Knowledge of demand for existing brands and products in new regions.
• B2C companies that educate retailers on best practices for marketing their products.
• Consumer platforms that provide servicesAs an example, combine your phone's calendar with your car's GPS to calculate travel time to your next appointment and schedule a shopping pickup based on the route, the weather and the content, taking into account whether to buy perishable products.

In summary, it could be argued that it is increasingly important for B2C companies to offer easy, timely and relevant experiences to consumers. This implies that the company not only knows its consumer very well and has a consumer experience well designed, it also has all the data of its products on hand and the ability to link the two to create a “useful information”.