In the last five years we have witnessed a profound change in the relationship between company and consumer. The buying journey is now measured by the experience provided by a product or brand. The digital world has shortened the consumer journey and with so much access to information, the market has had to adapt to the new behaviors of the consumer. the digital consumer, 5.0.
The evolution of the consumer over the years
In the 1990s, the consumer profile was more practical and direct. The relationship between salesperson and customer was limited to a physical space. This was the so-called 1.0 consumer.
With the expansion of the market, consumers now have more options to buy, increasing competition between brands. At this point, consumer 2.0 started comparing products and services. In turn, companies had to evolve in order to show their difference.
In a further leap, we have reached consumer 3.0, who now has more access to information via the internet, with more autonomy when it comes to making a purchase. Likewise, they don't just care about the quality of the product, but also about effective and fast service. In other words, consumer 3.0's main characteristic is brand loyalty.
With the rapid changes in consumer relations and strong digital acceleration, consumer 4.0 is born. This new profile attracted attention because it valued brands that were able to personalize their service and offer a humanized service.
Understanding the 5.0 consumer
We are now experiencing the 5.0 consumer phase. Understanding this new type of customer involves analyzing both the evolution of relationships and technological advances. With technological evolution, our ability to interact with an individual anywhere in the world has transformed the way people view social relationships.
In this process, it was possible to see the rapid replacement of verbal contact by writing. Nowadays, phone calls are rarely used, as people type more than they speak. With countless digital resources at their disposal, the 5.0 consumer will take advantage of this communication to inform themselves, evaluate and investigate the origin of brands.
The main characteristics of the 5.0 consumer are being a heavy user of new technologies and social networks, who value instant service, value the experience before the product and are attuned to current trends. The profile of this type of consumer includes, for the most part, the so-called "zoomers", i.e. people who were born into the world with the internet popularized, also known as digital natives.
There are some peculiar issues in this consumer profile 5.0. One of them, if not the most important, is the fixation on pleasurable experiences. With this demand, companies tend to increasingly look for strategies that can further their efforts towards Customer Experience and align expectations in service relationships, regardless of the purchasing channel.
The challenge for brands is enormous. To stay in the race, they will have to invest more and more in developing skills and competencies that offer products and services with instant, personalized and agile service.
Key trends in customer service 5.0
A recent survey by Accenture, entitled Global Life Reimagined, shows that half of people have re-evaluated what is essential for living during the pandemic. These consumers are leading companies to redefine their service strategies.
It's no wonder that companies that want to remain in the ranking of the best service providers value being attentive to the needs of emerging customers. This new 5.0 consumer no longer wants to be treated as just a number, they want to be part of the same ecosystem as a company. And that's the crucial point.
Check out 5 trends in digital customer service:
- Investing in integration between internal professionals in areas such as customer service, sales and marketing;
- Reduce customer wear and tear when interacting with the brand by offering support with up-to-date and functional technologies and software;
- Value the consumer as the business priority;
- Make them feel heard;
- Be transparent.
Does your brand offer excellent customer service? A Social Digital Commerce has numerous solutions to leverage the service of your online store, as well as state-of-the-art technology, professionals specialized in logistics and the most modern operational management systems on the market. Get in touch contact us and let's talk!
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