Where have the days of customer loyalty gone? Our mobile lives have certainly changed the face of ‘old school’ consumerism where customers stay loyal to brands that have earned their trust. Customers are spoilt for choice and speed of satisfaction, now more than ever before. That means modern consumers ‘brand hop’ to whichever business, service or product can give them the best outcome in the shortest possible time. In a previous DC Insights article, we spotlighted Gen Z and how brand loyalty is a rather faint concept for them. In this DC Insights instalment, we look at what this mobile age of choice-spoilt customers means in terms of keeping your brand at the forefront of customers’ minds.
Don’t care how, I want it now
Veruca Salt of Roald Dahl’s Charlie and the Chocolate Factory flew the flag for modern consumers when she sang “don’t care how, I want it now”. Today’s consumer does not want to wait for their orders or their concerns/feedback to be actioned. Just take Amazon as an example. If you are using Amazon and come across a glitch, you can have a real-time chat with a service rep online immediately. Prefer to speak to someone directly on the phone? Simply provide your mobile number and you will receive a call from an Amazon rep, usually within minutes. Now certainly this up-to-the-minute service trouble-shooting means a consumer can get their issue solved asap. But beyond this, instant dialogue with a real person representing the business goes a long way to building consumer trust towards the brand. Moral of the story: look to deliver responsive personal service in the now and keep in touch with your customers on a continual basis.
NRMA works the now
Service and satisfaction in the now is one of the biggest modern consumer demands. Design Clarity helps businesses respond to this through progressive design and strategic solutions. One shining example is NRMA Insurance hub in Sydney. NRMA Insurance has a diverse client base and as such, must juggle a wide range of client needs and demographics. The focus of the NRMA Insurance hub project was to bring the business closer to its communities. Design Clarity was tasked with crafting a super-flexible fitout that allowed a single space to satisfy a range of different uses and different interactions with customers. There are a range of different service opportunities for customer connection in multiple zones including:
- Immersive virtual reality customer experience
- Private meeting and consultation area
- Assisted consultation precinct
- Self-service area
- Education zone
- Community giveback
- Meet and greet precinct
Take a closer look at the impressive NRMA Insurance Hub by visiting our Design Clarity portfolio showcase of this project. Or speak with us directly.