Like that pulsing blue dot on your Google Maps app, today everything revolves around the customer. They are at the centre, the frame of reference built around them. Everything is shown from their perspective. Their expectation is instant, personal, and contextual. They only want to interact with brands that are authentic, that deliver on experiential, and with whom they can collaborate as opposed to just ‘buy from’. We need to seek emotive engagement and push beyond the functional and transactional.
The values of the modern consumer continue to shift and this keynote explores what other brands and industries are doing to deliver on these values. As AI, Robotics, Metaverse and a maturing Gen Z & Gen Alpha consumer group emerge, the customer connection is set to fundamentally change. A keynote about where your customer is, where they are going, and what you may need to think about in order to get there before they do.
3 key learnings
from this talk
Authenticity.
Our new consumer only seems to be interested in brands that are ‘real’, that have some sense of purpose, a clear ‘why’, that appeal to the genuine. We need to go above and beyond what they expect to truly delight them. We need to focus on the human connection, to touch their heart and connect with them in a real way. Customer intimacy replaces brand loyalty.
From Communication to Conversation
Communication is two-way. For too long brands have shouted at their customers with a megaphone, firstly on traditional broadcast and print media, and now on socials. We need to converse. The consumer is now a collaborator. This generation has grown up inside the peer-to-peer economy. You don’t own your brand, they do. Learn to converse and collaborate.
Excite & Delight
Going beyond customer expectations is the new baseline. Delivering more than they expect is CX at its best, putting a smile on the customers face, standing out, giving them a brand story to tell within their peer networks. If you are simply meeting expectations, then you are already slipping behind.
Authenticity.
Our new consumer only seems to be interested in brands that are ‘real’, that have some sense of purpose, a clear ‘why’, that appeal to the genuine. We need to go above and beyond what they expect to truly delight them. We need to focus on the human connection, to touch their heart and connect with them in a real way. Customer intimacy replaces brand loyalty.
From Communication to Conversation
Communication is two-way. For too long brands have shouted at their customers with a megaphone, firstly on traditional broadcast and print media, and now on socials. We need to converse. The consumer is now a collaborator. This generation has grown up inside the peer-to-peer economy. You don’t own your brand, they do. Learn to converse and collaborate.
Excite & Delight
Going beyond customer expectations is the new baseline. Delivering more than they expect is CX at its best, putting a smile on the customers face, standing out, giving them a brand story to tell within their peer networks. If you are simply meeting expectations, then you are already slipping behind.
_UBA TRENDSDAY is one of the largest European conferences in the fields of communication and media, attracting over 1,400 professionals.
“A heartfelt thank you to the truly inspiring and energising speaker, Ken Hughes. He captivated us with a genuinely delightful speech. There are not enough words to describe the impact this session had on our employees and how personal and engaging it was. Simply magnificent.”
“Ken is an energetic, thought-provoking speaker. I’ve had Ken speak at two Google events now and Ken has scored higher than any other speaker I’ve ever had before, lasting a longtime in the memories of the delegates.”
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