I thought a recent article by Aldo Cundari (of Cundari) was worth passing along and summarizing,. Although his article “How Did we get to the Age of the Customer is tag lined with “how digital turned talking to consumers on its head” so there’s your clue
How did we get to the Age of the Customer? (because yes we are there)
Aldo attributes the evolving state of marketing that happened over the course of the last few years to the age of digital where all consumers can now do their own research on what they want and research reviews & options like never before. That makes “Shopping Around” quite different and that makes marketing products & services a lot different too; not to mention some additional BIG challenges like social media, hyper competition, product proliferation and globalization added in to the mix.
So, if we are shopping differently now, (becuase this does sound a lot like the way I shop), .then..the question becomes more about…
How to best serve those potential Customers when they arrive and ask their final questions to ensure they do become your Customers…
Indeed, the customer is empowered now like never before with information in order to purchase. Whereas, 10 years ago, it was more about the Information Age, it’s now evolved into the Age of the Customer. They’ve got the info which has lead to the disruption and change in the way consumers behave, purchase & engage and because of that, they have higher expectations. The consumer is driving now and leading and he warns, Organizations who ignore this shift will suffer.
Here’s the difference of the Past vs the Present as Aldo Cundari has presented it:
I like how Cundari summarizes what all this means: now that the Customers are in the driver’s seat as he says:
Marketers need to re-evaluate their approach and look deeper to understand, empathize and help customers meet their needs through their new purchasing and decision-making behaviours. I think that sounds a lot like Customer advocacy.
We appreciate Customer Advocacy and we think your Customers will as well. LegacyTracker demonstrates Customer Advocacy by helping them meet a lot of challenges by helping them:
- Simplify & safeguard their details
- Become more empowered with those details in order that they can become more proactive about their Financial & Estate Planning,
- Enhance their level of Emergency Preparedness and
- Facilitate important conversations with loved ones & family that they too often delay.
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Read more: Strategy Online – How did we get to the Age of the Customer