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Customers enter new relevance era
A new study by Accenture shows that, heading into the third decade of the 21st century, consumers want more from a brand than mere relevance, writes ARTHUR GOLDSTUCK.
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A new study by Accenture shows that, heading into the third decade of the 21st century, consumers want more from a brand than mere relevance, writes ARTHUR GOLDSTUCK.
Framework for Hyper-relevance
Accenture’s analysis of high-performing companies led to the creation of a new framework for engagement in the Era of Relevance. It is intended as a guideline for the kinds of needs customers increasingly expect all brands to fulfil:
“Nearly three quarters of consumers say that a company with a strong purpose aligned to their values would have kept them from switching to another provider,” the study found. “And more than half (60 percent) deem purpose to be an important factor for companies to have in order to be relevant to them.”
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