Rethinking the customer relationship

The time for loyalty programs is almost over. With digital technologies, customers are increasingly asked to define the type of relationship they want to have with brands.

Now it's the customers who have the power. It might seem like a commonplace, yet many brands continue to offer an old-fashioned relationship, with a lot of loyalty cards and unsolicited door-to-door sales. Faced with the inversion of the relationship to the work, however, they will have to adapt, by focusing on both technology and creativity.

For example, while using mobile apps, consumers today choose the brands they want to engage with, based on closeness of value rather than rewards. To attract them, it will be necessary to offer experiences that are at the same time stimulating, sources of pleasure and adapted to its culture. To this end, companies will have to rely more and more on the teachings of neuroscience and human sciences. If you need some examples of perfect web app design or inspiration, or even if you need someone to design your site, you can visit Eleken's webpage.

Personal digital duplicates as protection for customers

Developments underway include the emergence of Personal Digital Twins (PDTs), intended to protect consumers from pervasive marketing and advertising. Unlike most of the marketing algorithms currently in use, which are based on demographic and social criteria, or on data collected more or less without the customer's knowledge, these new tools will allow customers to define themselves areas of interest they wish to be advertised on. They will then be able to fully decide which data they want to share with companies, and which they want to keep private.

Extend omnichannel strategies to move towards a varied continuity of experience

Another underlying trend concerns the context of the relationship, which becomes more important than the channel of interaction. More than ever, what matters is to offer a harmonized experience between the physical world and the digital world, by letting the customer choose on which channel they prefer to exchange.

Personalization and responsiveness - the new levers of the customer experience

Artificial intelligence tools open up the field for much more personalization than has been possible until now. As a corollary, privacy protection issues are set to gain momentum. Faced with customers who don't want to wait any longer, automation and near real time will also offer exciting opportunities.