FINAL WORD

recently had a conversation with the CEO of the United Nations Federal Credit Union , John Lewis , talking about how he sees business around the world at the moment . He told me : “ My biggest concern is currently changing every 12 hours .”

If you talk to other leaders and managers in other businesses , I suspect this would be true for a lot of them too . If you look back to everything we have had to deal with over the past two or three years , both as businesses , and as individuals , it seems hard to believe – the COVID crisis , logistical problems , price hikes , energy crisis , international conflicts , inflation , pressure on purchasing power and more .

Seemingly , a new challenge has landed on the plates of managers and customers alike each month . In fact , there is a very strong argument that the world may never be as stable or predictable as it was for previous generations , and as marketers , we now need to understand some new complex behaviours and expectations for this new breed of ‘ never normal ’ customer .

So what do we know about the evolution in thinking in this new wave of customers ?

1 . They may hold increasingly extreme opinions

Nuance is becoming less common in public debates . As a brand being faced with increasingly extreme opinions and a polarised world , one positive difference you can make to customers is by encouraging positivity through your leadership , your company culture and your communications .

This doesn ’ t mean you should live in denial of anything negative , but the truth is , customers do not want to listen to your problems . In times of uncertainty , people are naturally drawn to feelgood stories with predictable endings – just look at the glowing reviews for the Top Gun Maverick movie .

2 . They may be very concerned about society

Climate change is now a common topic of conversation around family dinner tables . Concerns are growing for a whole host of other worries beyond the climate , such as inequality , poverty and education . This behavioural trend just confirms the importance of the social contributions an organisation makes within its customer strategy .

As a CX leader , you can play an important role in your circle of influence – within your company , your industry and the wider world . Ask yourself , how can you add value to society in a focused way , while remaining as true to your company ’ s core objectives as possible ? This circle of influence includes your internal and external stakeholders and those who may be affected , in both a positive and a negative way , by your company ’ s products , services , policies and actions .

HISTORY HAS SHOWED THAT CHANGES IN CONSUMER BEHAVIOUR HAVE OFTEN BEEN THE KEY DRIVER BEHIND SOME OF THE WORLD ’ S MOST SUCCESSFUL NEW BUSINESSES .

Steven Van Belleghem , Author and Keynote Speaker

3 . They may be more open to new technology

Over the past two decades , technologies like the Internet and the Smartphone have drastically changed the relationship between brands and customers . As customers have enjoyed the benefits , an openness to the rapid adoption of valuable tech has emerged .

AI and other technologies are high up on the agenda for discussion in many boardrooms around the world , and it is becoming clear that they will play an important part in the relationship between customers and brands .

However , what is interesting is that these technologies are most effective when used in www . intelligentcxo . com

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