In order to understand what we mean by the expression customer obsession and why it is essential for brands, we need to take a step back and look at how the consumer has evolved up until now.
People have increasingly more choice and, for this reason, they allow themselves to be guided by the value in their purchasing decisions. What does this mean? Although one of the main drivers remains the price, when someone has to choose between two equivalent alternatives, what becomes important is that the experience transmitted by the brand is one of value.
After all, people use technology shrewdly. They adapt to new technologies quicker than they did in the past, and they abandon just as quickly those that no longer convince them or that do not satisfy their needs (“Is an app too slow? I’ll choose another”).
Finally, nowadays, people avoid advertisements. There are, in any case, too many to be able to capture the attention of distracted consumers and, therefore, they do not obtain the desired effect.
The Entire Company Should Address the Customer
How should companies organize themselves (many are already doing so) to deal with this situation in the best possible way? It is not easy because what is a great advantage for consumers (skipping ads, changing technologies) constitutes an obstacle and an additional challenge for the brand that is trying to capture their attention.
Taking advantage of customer context therefore becomes strategic. This means managing to intercept the person at an appropriate time, on the channel where they are, and proposing the right content for them.
In order to master customer context, however, brands must put the focus on the customer and decide to take care of them, studying and implementing the right customer experience for them. This is what being customer obsessed means. It is a trend that is establishing itself as physiological for those companies that want to establish a strong relationship with their customers.
There are two fundamental aspects to be considered:
- Each department must be coordinated by this same objective.
- The data that companies have at their disposal should be used effectively, choosing those that are valuable in guiding the brand’s actions in the right direction.
The Impact of Customer Obsession on Content Strategy
The customer-obsessed approach is reflected in brands’ content strategies. Indeed, they decide to invest in the personalization of content and in Content Intelligence, key factors in offering the client excellent customer experiences.
Rethinking its own content strategy may help a brand to take care of its customers to the best of its ability. This is provided it bears in mind that it is not just sharing content, but a genuine experience. In other words, when we produce content, we are creating and sharing value with the user, and the exchange of this value allows us to create a real emotional connection with them.
Content Intelligence supports customer obsession
The right content strategy combines the analysis of user data with engagement. That is to say, that data guides the changing and improvement of the content that are proposed to the audience. That means being data-driven, but many companies are not yet able to do so, though they would like to.
First, brands need to learn how to handle new forms of data and understand what data is really useful to their business, to avoid collecting too much of them. DAM and Content Intelligence are also a part of this process, as they allow brands to combine consumers and content-generated data, thus creating customer experiences that truly meet the audience's expectations.
You can listen to an in-depth analysis on all this, together with anecdotes and advice, in the full version of the video.