Today's customers have certain characteristics that reveal what they are looking for and what they need to make a valuable connection with your company. Once you understand and incorporate these characteristics into your business model, your chances of successfully guiding customers through their buyer journey will increase significantly.
Hyperconnected at any time of day
By 2014, there were already more mobile devices connected to the Internet than there are people in the world. Today, all kinds of devices continue to arrive on the market, while the rise of wearables and voice assistants is leading to a huge shift in the way customers approach products and businesses. Services and products have to be available anywhere, anytime and preferably accompanied by a seamless experience. Take, for example, a streaming service: you start playing a song from your PC at home and switch to a Bluetooth device for better quality. You walk to your car and continue to listen via a headset. Your media player takes over from the moment you get in the car, ensuring that your favorite music accompanies you on your journey. On arriving at work, your smartwatch suggests some similar tracks that you might like – you might decide to listen to them during your coffee break later. For many consumers, this is the new normal. By being aware of this evolution and taking it into account when designing products and services, you can respond to customer expectations. It's no longer just about responsive design and mobile first; we're entering the era of journey-driven design.