Today’s customers are loyal to speed and convenience, not brands
Brands that want to remain relevant in the future will need to focus on creating fast-friction digital interfaces to serve impatient consumers.
Consumer expectations are rapidly shifting as technologies such as mobile, geolocation, social media and increasingly, internet of Things devices and wearables, connect people to a world of easily accessible information and convenient services. With the ability to browse, compare and order with a few swipes and taps, consumers are becoming trained to value convenience and service above nearly anything else.
What motivates them is not how much they love the brand of a retailer, service provider or manufacturer, but how quickly, conveniently and cost-effectively the provider can address their need. Wunderman Thompson recently conducted research in North America and the UK, which shows that 88% of consumers said that service matters most to them, compared to just 78% who said brand...