Customer 4.0 Preview

Who is the Modern Consumer? Is it the guy in his early-20’s getting Uber to deliver his lunch to his dorm room? The woman in her 30’s who has a Wi-Fi-connected button that automatically reorders her favorite household goods in the correct quantity, to a specified address? The man in his 50’s buying shoes off Instagram while 30,000 feet in the air (that’s me, by the way)? The answer is, of course, yes – It’s all these people, and more.

The world of commerce has changed and will continue to change.  The pace of this change is clearly accelerating because of technology. The 1800’s gave us print, the 1920’s color print, the 1950’s gave us color TV, the 1970’s gave us the cellphone …you get the picture.

All these advances have changed how we approach and speak to our customers. Not only do consumers want products that deliver on their promises, they want to be emotionally fulfilled at the same time.

By emotionally fulfilling, we don’t mean that you must donate a pair of shoes for every sale you make, but instead enable your customer to match their belief system to yours. It’s about having a genuine brand story that is relatable and impactful.

customer 4.0 preview

Diagram of Customer Evolution


So, what should you consider when it comes to Customer 4.0?

  1. Consistent messaging
  2. Product that is available for purchase at every digital interaction
  3. Super-fast delivery
  4. Rich content

I’m looking forward to presenting Customer 4.0 at the OPI Global Forum on November 18, 2019, and breaking down who the modern consumer is, how you can speak to them, and brands (you may not expect) who are doing it really well.

If I won’t see you next month, and you’d like to learn more, let’s talk; [email protected].

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