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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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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: 

  • Purpose: The need to feel that the company shares and advances their values. 
  • Pride: The need to feel proud and inspired to use the company’s products and services. 
  • Partnership: The need to feel the company relates to and works well with them. 
  • Protection: The need to feel secure when doing business with the company.
  • Personalisation: The need to feel that their experiences with the company are continuously tailored to their needs and priorities.

“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.”

  • Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter on @art2gee and on YouTube
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