The years 2019 and 2020 have been vectors email data of changes in customer relationship trends in 2021. These trends have obviously been strongly impacted by the health crisis and the lack of social ties, putting humanization at the heart of customer relations. Another important point to remember from recent years: consumers are increasingly in tune with "buying better, buying responsibly, buying local". But is it really our ecological awareness that has changed our consumption habits? To answer this question, OpinionWay conducted a survey on the purchasing influences of the French in 2021.
There are many purchasing criteria today. But according to a study conducted by Deloitte, the main purchasing criteria are price and quality, in addition to those mentioned above. Obviously, it is extremely complicated to offer products and services that are responsible, French, qualitative and low-cost. To best meet these expectations, establish priorities according to your persona(s). Indeed, we must not forget that each target has different needs. So to better target their (new) expectations, we advise you to conduct a survey with your best customers. However, before even embarking on these surveys, some trends have already emerged. Taking them into account will allow you to best adapt your communication, your arguments and your customer relations in 2022.
Does this graph ring a bell? Conducted among French consumers at the end of 2021, we have noticed that it has changed very little in recent years. This is why many companies decide to launch their campaigns around these statistics. Obviously, you want to stand out from the crowd and differentiate yourself from all these similar strategies. To do this, it may be interesting to reverse this graph. You will thus succeed in capturing customers who think about their purchasing decision priorities differently and who therefore study other criteria. Of course, this is not a simple approach to implement and it requires extensive studies. But it can turn out to be a winning bet, thanks to the competitive advantage that you will have created for yourself.
2. Align your speech with the customer experience
Although consistency in the tone of communication is very important within the different departments of a company, the democratization of teleworking has made this aspect more complex. A new challenge for customer relations has thus arisen in 2022: successfully maintaining a strong bond, coupled with an ongoing conversation for customers, and this on all channels. Thus, it is your brand promise that must be felt by the consumer. You must take care to study the customer journey in its entirety in order to better understand your target and be able to detect areas for improvement. To summarize this part in one sentence: the personalization and relevance of your different speeches and your communication are the keys to your success.
3. Personalize through automation
Artificial intelligence is now at the heart of our daily habits, and consumers are now educated in its use, particularly through callbots and chatbots. It may therefore be interesting to consider implementing a conversational agent at the heart of your customer relationship in 2022. Why?
Consumers, already accustomed to these tools, will see the added value and will not hesitate to use them,
We are increasingly looking for immediacy and autonomy. Artificial intelligence will allow you to meet this need, especially for simple queries,
You will allow your employees to focus on their core business, by freeing themselves from repetitive tasks;
You will collect valuable data and this will allow you to analyze exchanges and thus support your customers more effectively and enhance the work of your advisors.
Key points to remember
The 2022 customer relationship is based on 2 main challenges: personalization and consistency of speeches and brand communication. And to support you in your new strategies, you can team up with artificial intelligence. Simple to set up and requiring little investment, this tool is perfect for data collection. Ready to get started?
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