We have entered a golden age of expectations, where the phrase ‘Do it yourself’ has been replaced by ‘There’s an app for that.’
Last year, I attended a Webby Talk by Claire Graves, MD of Webby Awards. The discussion was about how the internet is enabling us with high impact services, creating the most entitled generation of consumers ever.
So how should businesses accommodate to adapt to this growth in digitally savvy, highly demanding consumers?
The presentation highlighted four key insights
Instant gratification
The internet is epitomised by these two words. As NGENers, we are in the very thick of this internet generation, so it is only natural that we expect on-demand and real-time conveniences.
Decision-free lifestyle
We’re becoming accustomed to websites and apps learning enough about us to make recommendations and suggestions as to what we may like. For example, I love using Pandora because it chooses songs for a playlist based on what it knows about my taste in music.
Transparency and predictability
How many of you have chosen to go to a particular restaurant based on the percentage it has on Urbanspoon? Consumers expect to be able to base all decisions on other experiences with products and services. The abundance of near-perfect information online has led us to expect to know everything about what we will be paying for ahead of time.
Seamless experiences
This last point essentially addresses eliminating steps within a consumer's path to purchase. People will be more inclined to do business with you if you make it easy for them to get from point A to point B.
So get creative! How can you incorporate these learnings in your next response?
For the full presentation packed full of case studies check it out here.
Elecia Lay
Initiative
Media-Coordinator