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Brands have serious trouble understanding and understanding millennials

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Brands have serious trouble understanding and understanding millennials

As teens always say about their parents, consumers can say something very similar about brands trying to sell them their products. The studies also give them the reason: the companies do not understand them and do not know what they are really looking for. It is not just a generational problem. Companies and brands have serious problems understanding what millennials or Generation Z are like, but it does not happen only with them. The problem is rather in the speed of adaptation to the changes. all network mobile number database free download are, compared to brands, early adopters of everything related to technology and firms fall by the wayside. This is confirmed by the study The State of the Customer Journey 2014 , which Kitewheel has prepared. The main conclusion of the study is that there is a “significant disconnect” between what the consumer expects from the brand and the customer experience that it will create and what it will actually offer, especially in the areas of mobile, social networks, e-commerce in real time and brand loyalty.

The mobile terrain is one of those that most clearly shows this disconnection between one and the other. According to the study , 76% of consumers compare prices and read reviews of products and services from their mobile devices. In front of them, the brands go directly from the mobile: 51% do not have any clear strategy when creating apps for their clients . And when they do, they don’t always do it well. 55% of those surveyed say they are frustrated with corporate applications that are actually just a version of the corporate website of the site or give access to it. This type of experience with a brand’s mobile apps is, on the other hand, one of the usual formulas that companies apply to frustrate their consumers with the use of technologies thatdoes not meet expectations . But the disconnection is not only mobile , it is also social. 68% of consumers expect, for example, that brands will respond to the tweets that are addressed to them and 1 in 3 consider that they should do so in less than 24 hours. For companies, being able to do so is difficult: 45% say that it is difficult for them to respond to their customers on social media as they expect.


When it comes to real-time e-commerce, users are sure that these practices could decisively influence their purchases. 91% of them assure that real-time offers (those that have an ephemeral duration and are based on different elements that have to do with what is happening at that moment) can make them buy a product. As for companies, only 32% have the technological tools to do so. It is not for lack of alerts The study only establishes a perception that other analyzes limited to specific markets had already shown. Brands are not meeting the expectations of their consumers. They do not do it on Forex Email List , for example, where according to a Cognizat analysis less than 45% of users are happy with the experience offered by brands. The poor response from companies makes them directly frustrated. Mobile is one of the main workhorses in customer-company relationships. Companies are giving more importance to other areas compared to the mobile segment, despite the fact that consumers are increasingly using these devices. Thus, for example, although m-commerce grew 47% in the last quarter, brands are neglecting their offer. Heading into the Christmas campaign, merchants are leaving mobile e-commerce in the face of other battles that they consider to be a priority, such as social media or investment in marketing campaigns.

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