In the near future, consumers will be able to handpick companies to entrust their data with

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 28, 2019, 3:57 AM UTC

This article provides that customer-oriented ecosystems will reflect the consumers’ preferences and personal values.

A new report from Forrester revealed that customer experience leaders and teams must update the tools, techniques and technologies they have been dependent on for years but which were “designed for yesterday.” The report found that going forward, customers will be able to create and control their own ecosystems.

As this trend normalises, customers will be able to select the brands they believe their data can be safe with. The study further added that value-based customers are continuing to grow.

This compels businesses to take sides on controversial matters as a customer’s purchase decisions do depend on a brand’s social, moral and political beliefs. Additionally, automation and AI will drive contextually relevant experiences regardless of the delivery vehicle.

Read the original article

[4 minute read]