It is not something new that the coronavirus (COVID-19) pandemic rushed the digital transformation and made the customer much more connected.
To survive the business, adapting to the trends of the “new normal”, and focus in strategies focused on customer experience (CX) and on his whole customer’s journey – since the prospection until the care of post-sale management – is essential.

Global customer market trends

To know which values are prioritized by the customers and which moment is the ideal for a company to adhere to the new trends inside an extremely changeable and transforming universe, experts of WGSN Mindset presented the survey “Trend Session: Change of Values. The main Consumption Feelings and Trends” during the panel Whow! Innovation Festival 2020.
According to the survey, released by the Modern Customer portal, some tendencies are pointed.

1. Longevity and Sustainability

With the consumer becoming more and more worried about environmental issues, the search for sustainable products and with a bigger life cycle is increasing.
A research recently made by Free Market and released by the Modern Customer portal, pointed to an increase of 55% of the search for sustainable products in Latin America between July 2019 and May 2020. Only in Brazil, are 1.4 million of consumers who choose this product.
The searches for sustainability, however, are not connected only to the idea of a lasting product, but also that it is offering a multifunctional product, with a fair price and connected to a sustainable production’s lines.
A survey made by IBM in partnership with NRF, suggests that the consumers are willing to pay 35% more for sustainable products, according to the Trade Diary portal.

2. Welfare and Empathy

The coronavirus (COVID-19) pandemic made the customer give more importance to his mental and physical welfare.
According to WGSN, research for “home care’s” increased around 33% in April of this year.
This way, attending and communication strategies focused in self care and that captivate the consumer through a more empathic approach is an excellent way to adapt to the news consumer’s need and meet your expectations.
It is worth remembering that empathy was pointed before by KPMG as a post-pandemic trend.

3. Virtual Connections in the fight against Loneliness

To dribble the feeling of loneliness during the isolation time, providing virtual connections was the solution found by many companies, like for example, game companies and streaming.
Customer Service companies and other services also used the virtual connections for technical assistance and team’s meeting.
It is clear so the digital importance to motivate not only consumers, so they felt part of a company and closer to a determined brand, but also employees, which produce until 50% more when satisfied.

4. Trust and Security

More and more, the consumer searches for transparency when realizing a purchase or priorate determined brand.
According to the research “2021 Global Marketing: Find your focus” of Deloitte, 25% of consumers would stop to consume a product or service of a brand who acts only in its own benefit during the pandemic period.
Besides that, the millennials are more responsible due to the care imposed by the pandemic and consuming only essential items.
This way, promoting open and honest talks to transferee confidence and welcoming feeling is mandatory inside a highly competitive market.

Customer of the future

The future customers are rushing adapting themselves to digital. Despite generation X, millennials, baby boomers and generation Y have different ages and some adapt themselves easier than others, they all have something in common: The digital connectivity and the needing of human interaction.
In the face of this information, other trends are pointed as relevant for customers in 2021, according to the survey from Deloitte, released by Marketing Word portal.

1. Agility

According to the survey, 66% of the customers adapt themselves quickly, to new news, especially the ones related with technology.
Increasingly digital, this is the right moment for companies to use technologies as ally on services, like omnichannel solutions, for example.
Fundamental during and post-pandemic, the omnichannel solutions integrate different contact channels and allow to offer a more agile service, personalized and integrated to the customer.
It is important to remind that the Omnichannel is considered one of the main legacies of post-coronavirus, according to data from the survey “We Are Social” made in 2019.
Besides that, before the coronavirus pandemic, more than half (77%) of customers already wanted that purchase transactions evolved into an omnichannel and unified experience, according data from Manhattan Associates.

2. Humanized Service

Another trend pointed by the survey is that brands are being seen like human’s entities and with the same values that your clients.
Despite being immersed in a digital and multi connected environment, the modern customer wishes to be treated with empathy and, mostly, as a human being during the attending.
It is worth mentioning that one of the main benefits of companies investing in humanized attending, is the possibility to better understand the consumer’s habits and needs and so, analyzed the better service that the company can offer.

3. Engagement and customer focus

Companies should understand that the customer is part of the marketing strategy and that it is strategic to focus on its experience through the engagement.
The survey says that, between the executives, 64% changed the engagement model since the beginning of the pandemic from a relationship where clients participate as brand’s ambassadors, influencers and even contributors.

4. Purpose

According to the survey, brands with purpose are the most remembered during pandemic, because they show empathy.
The survey says that 79% of the respondents have indicated a company with the purpose of helping consumers, contributors and communities.

5. Technology

According to Deloitte’s survey, experts point to the digital and the technology as the most important areas of their companies in the last 2 years, followed by marketing and sales.
Once again, the growth of digital is evident and the importance of companies knowing how to use as an ally in customer service.

DNK is number one in omnichannel solutions focused on customer satisfaction.

DNK offers omnichannel solutions to Call Center and Contact center, being specialized in the development of high-performance products, solutions and services for companies in the area.
The use of last generation technology combined with a team of experienced professionals, leads DNK to constantly innovate to transform the experience of customers and partners with their consumers.
DNK values excellence in service customer providing their partners tools and platforms with innovative and customizable functions to guarantee a satisfactory and unforgettable CX.
With DNK’s services and products, the customer service is provided through an integrated omnichannel platform, which connects all service channels (whatsapp, voice, web, chat and others) in a humanized way, with fast recovery of client’s information and data, in order to offer a complete and satisfactory management of the client journey with differentiated results.
The company is recognized by the market and awarded for solutions and successful cases. Champion of the “Best self-service Solution” category in the XXI Modern Consumer Award and winner of the silver trophy in Client SA 2020 Award in the category “Leader in Innovation Strategy”, in partnership with a client, DNK understands that a well-attended customer is the secret for the successful of the attending.