Will you be a saver or a seizer?
The burning question at Trendwatching’s Future of Customer Experience evening was whether brands should aim to save customers’ attention or to seize it. A brand that saves time is often a stepping stone to the customer’s experience e.g. Uber or Amazon Dash, whilst a brand that demands attention creates the experience itself e.g. The Met’s museum workout.
We live in an expectation economy, where the standard of experience people are willing to put up with has to match or exceed the last one they had. Moreover, customers compare brands across sectors, expecting every brand to be as quick as Amazon, or to know them as well as Facebook. With rising customer expectations, brands must know when to make it easy for customers to get what they need, and when it is okay to add a little bit of friction, forcing customers to actually engage with the experience.
The saving or seizing of attention all boils down to one thing – time. As featured in Tensational®, Household’s insight tool which uncovers the emergent trends shaping retail culture, time is one of the key forces impacting on brands and retailers in 2017. As time becomes the ultimate resource in the modern world, customers will be choosier as to how and where they spend it.
But the matter of customer attention is not just black and white. Brands won’t simply save OR seize customer attention but rather alternate how they best use attention at each point of the customer journey.