Many experiential needs have changed for customers in 2020, and their shopping and buying patterns are likely to continue to evolve into 2021. This is why many of our clients are revisiting their strategic objectives to determine customer priorities, and how to create relevant interactions at every touchpoint.
Let’s start by looking at what’s changed and what has stayed the same this year. What is evergreen for every brand is the requirement to offer value, trust, experience, and that’s true across all categories. What’s changed in 2020? New priorities have emerged for customers, notably safety, corporate reputation and societal engagement. A brand’s touchpoints have also changed throughout 2020. Think how much more people are shopping online, for example. For most brands, this does not require a wholesale change to a specific channel, but the need to address certain nuances in how customers make decisions along their purchase path. As brands develop strategies for 2021, many are re-assessing their message at every touchpoint to meet the highest expectations of customers.
As brands develop strategies for 2021, many are re-assessing their message at every touchpoint to meet the highest expectations of customers.”
To gain deeper insights into the evolving priorities of customers at every touctpoint, we advise that brands take a holistic look at the customer journey. A Holistic Journey approach provides an overall view of what people are doing throughout their journey, not isolating a specific point in time. This approach acknowledges the complex behaviors of customers throughout the decision-making process, and provides a more advanced way of looking at actual behaviors. It’s a subtle yet important lens through which to interpret behavior, and critical to ensuring that a brand’s messaging and delivery are aligned with customer priorities at every touchpoint.
We believe taking a Holistic Journey approach gives brands the deep insights to evaluate the changes that 2020 has put in front of us, and develop successful strategies for growth in 2021.
Want to discuss how to apply the Holistic Journey to your strategy development?