Consumers Want Brands to Behave Like Citizens

Over the last few years, we’ve witnessed consumers being more and more vocal about their love or disdain for brands, supporting or boycotting brands that don’t fit their needs or values. We know a brand’s image is of increasing importance; whether it engenders trust—and how it behaves towards its employees, its community and the planet—are all growing in significance in our buying decisions. So, when we saw the results of this year’s X Index Report on customer experience, it should have come as no surprise that the growing trend of a more conscious consumer also rings true when we consider the experience we have with brands. While the seamlessness, simplicity and effectiveness of the customer journey is still vitally important, a brand’s ability to fulfill our expectations as citizens has grown to be of greater importance now and will increase into the future. I've talked about the importance of understanding “Generation Covid” as we navigate the lasting effects of the pandemic, people’s changing needs and the steps brands and business leaders should take to build a better world. With the lines between our digital and physical worlds continuing to blur, it’s important that brands deliver simplicity and efficiency, while keeping in mind they are also being judged by the concrete actions they take to create a welcoming experience for all. The most remarkable finding from this year’s report is the shift in demand from consumer experience to citizen experience. We’re seeing that this demand is in line with the issues people believe are most important for the country. It’s Time to Reframe How We Think About Augmented Reality To help our clients navigate the evolving seas of experience, we've identified four key pillars of focus. Commit to continually building trust The need for brand trust came up most in our survey, demonstrating the importance of trust throughout the customer experience. This is where brands must walk the walk—they can’t just expect consumers to trust them. Trust can be built by being there in times of crisis, being transparent in business practices and by sticking to commitments to social causes. Be inclusive This starts with caring for employees in addition to customers. Brands can succeed in this area by ensuring the user experience is welcoming to all and infusing a sense of community around brand purpose and actions. Consumers are recognizing and rewarding efforts to foster inclusivity and break taboos in representation and marketing. Inclusivity also means enabling customers to find and engage with people like them, with some brands introducing forums, clubs and apps for customers to connect and interact with each other and build community. Always be of service Customer service is now defined by the speed of the reaction to customer demands. Reacting quickly has never been so essential; if a brand doesn’t act fast enough, there are at least one or two competitors waiting in the wings. As modern consumers, we have become "time intolerant"—meaning we want what we want and we want it now. Therefore, we expect brands to offer us a simple and painless experience and find it unacceptable when they are unable to deliver. And when it comes to staff and sales people, consumers expect them to be efficient and knowledgeable. The takeaway? Brands must be willing and able to continuously review and update their processes to address speed and expertise. You’ve got to do extra Today, going the extra mile when it comes to satisfying customers is of paramount importance for brands. Paying special attention to making the experience personalized and delighting customers in their interactions with your brand are key parts of going above and beyond.

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Consumers Want Brands to Behave Like Citizens

Research from Havas points to 4 areas where brands can always be of service

Stephanie Nerlich

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Stephanie Nerlich