Customer journeys will mean nothing without sustainable products
I’ve been working with several clients on their customer journeys over the last couple of months. Though all in different markets, they all aim to address the same thing – what does a future customer look like? What do people want, and how do they want to buy it? It’s not an easy question to answer and no business should start to determine their future customer without looking at the macro picture first, because there are some major changes afoot. Firstly, a cash constrained economy will see a shift in habit. If there is an imminent recession as we often see predicted, then companies will have to build experiences as well as good product. We are seeing more evidence that people are valuing things less and experience more. Getting a product into someone’s hand will need to come with a great experience. Not only that, owning things is not as important anymore. Why own a drill when all you need to do is put a hole in the wall once in a while? Consumers will want to rent it. This will pose a difficult conundrum for a lot of brands: how can they add value and still make money? It...
