If you’ve been paying attention over the past few years, you’ll have noticed that your passive, trusting, free-spending customer has been replaced by a demanding, attention-deficient control-freak.
The new Super Consumer is also just as likely to be a woman as a man. The stay-at-home mom is as connected to the marketplace as the career-gal, and the old stereotypes are long out the window.
She wants you to play ball according to her rules and if you don’t, you can expect to hear about it before she vocally moves on to your competition.
What does she want from you?
She wants you to win her over. You will have to offer her value on two fronts: price and authority. By authority, I mean that you are the go-to product or service in your market or category. She is willing to pay more to have a better experience, but she still wants you to duke it out with your rivals over price. Think iPhone.
She wants a long-term relationship. She wants to know that after you’ve wooed her, you are going to repeatedly make her feel that she made a good choice. Or else she’ll say goodbye. Say hello to Customer Relationship Management.
She wants you to play nice. By that I mean she wants to know you are a forward thinking and ecological company. Increasingly, she will look for evidence of it. Given a parity in price and product, she will turn to values to make up her mind. What shape are your business values in?
She wants you to listen. The new Super Consumer is connected in a way that was simply unimaginable 5 years ago. She will talk about you and expects you to pay attention. She will make purchase decisions based on what she hears about you in online social spaces, and she will not be shy in sharing her own views about your performance. Or lack of it.
She wants to be in control. Your customer has had it with your one-way advertising messages and chest-thumping. She’s in charge here and tunes you out when you fail to recognize that. The ways she sees it, she is creating her own experience with your brand through a blending of technology, information and opportunity. And you had better keep up, bucko.
(Photo Courtesy of iStock Photo)