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Author: Future Agenda | https://www.futureagenda.org
Permalink:
https://www.futureagenda.org/insights/page/18/
Our foresight programmes generate insights and views of the future, that can be used to provoke discussion, response, thought and innovation.
In a world of global and digital marketing and consumption, consumers will increasingly favour those brands that can offer more emotional engagements, and specifically human-to-human contact.
Permalink: https://www.futureagenda.org/insights/the-human-touch-2/
Brands begin to embrace customer promiscuity, finding ways to recognise their emergent desire to build a patchwork identity through diverse and conflicting choices.
Permalink: https://www.futureagenda.org/insights/polyamourous-loyalty/
Driving an authentic loyalty offer will require companies to address the rising promiscuity of employees. Organisations will have to make a choice between facilitating increasingly flexible career-paths, or nurturing internal loyalty.
Permalink: https://www.futureagenda.org/insights/loyalty-from-top-to-bottom/
Keeping customers loyal is increasingly expensive. Brands will learn to differentiate between the ‘truly’ loyal and the merely ‘conveniently’ loyal, in order to maximise the value in maintaining costly long-term relationships.
Permalink: https://www.futureagenda.org/insights/counting-the-costs-of-loyalty/
Increased consumer choices and channels leave brands fighting for 10 seconds of attention. A new paradigm will emerge, based on dynamic, fast-moving, calls to ac4on rather than long-term relationships with delayed rewards.
Permalink: https://www.futureagenda.org/insights/10-seconds-of-attention/
Flexible digital identities allow consumers to connect with each other even as they connect with brands. Loyal relationships will be made not just with individual customers but also with families, couples, and groups of friends.
Permalink: https://www.futureagenda.org/insights/the-composite-consumer-2/
Younger consumers are more difficult to pin down but they are more willing to share. Brands can speak to the youth in these terms, creating opportunities for interaction, but also more personal, human, experiences and relationships.
Permalink: https://www.futureagenda.org/insights/the-voice-of-youth/
Brands have to consistently demonstrate their loyalty to consumers as customer mobility and switching between brands increases. Global, regional and local affiliations blur and drive wider brand consolidation.
Permalink: https://www.futureagenda.org/insights/continuous-proof-of-loyalty/
Some regional regulatory interventions protect consumers whilst others prevent innovation by limiting use of new technologies. A power struggle between brands and government emerges around wider data sharing and use.
Permalink: https://www.futureagenda.org/insights/tension-with-regulation-2/
Traditional loyalty rewards and schemes involve measuring past customer behaviours and transactions. In the future reward could be linked to the prediction or presumption of ways customers might behave in the future.
Permalink: https://www.futureagenda.org/insights/predictive-not-retrospective/
Leveraging high-value relationships between corporates means going beyond ‘more savings’ for loyal customers. B2B relationships come to resemble the more qualitative interactions already found between customers and brands.
Permalink: https://www.futureagenda.org/insights/rewarding-b2b-loyalty/
Whether on devices or in the cloud, our digital repositories will know who we are, where we are and what we redeem. Businesses need to understand these new intermediaries and how they define our rela4onships with their brands.
Permalink: https://www.futureagenda.org/insights/device-is-king-consumer-is-queen-3/
