Customers want simple, genuine experiences with ‘people like us’

OGILVY Public Relation’s Futures Report outlines key emerging trends that will directly affect businesses and brands.

It highlights an interesting phenomenon – customers have little trust in business and brands, and are looking for “people like us” to bond with and buy from. And it makes sense. We live in a fast-paced, hi-tech world that resembles a global village, and we are placing more value on the down-to-earth, the simple and the local.

Customers like the notion that your business is run by real, empathetic people with a family, much like themselves.

Even with a large business, where you cannot recall each customer by name, using the customer’s name on your digital newsletter will make them feel noticed and valued in our big sensory-cluttered world.

When your business was small and starting out, you were grateful for each purchase – no matter how small.

You gave those early customers an exceptional and personalised service, because you wanted referrals.

You were extremely passionate about your business and were just so grateful.

The exciting new technology we have today did not exist to add to your experience, or you might not have been able to afford it.

Back when you began, you relied on your personal touch and genuine demeanour to delight your customers.

The lesson here – take away the bling and offer your customers an experience that is simpler, authentic and from the heart.

Personal and genuine customer experiences had a huge boost with the introduction of social media.

When these platforms first launched, they were not meant for business at all.

They were for individual use, and over time in line with demand, some modifications were created to enable companies to take part.

Promoting and communicating via social media definitely lends itself to the trend of customers rejecting AI and other fancy offerings.

Customers are astute and have your competition at their fingertips. My advice is to post as you, not a business.

Remember, this trend is not telling you to just forget about digital technology – it’s just that your customers want something real when making a purchase.

Continue to embrace the new technology – it can indeed save money and be more productive in your business operation.

Just make sure your customers receive simplicity and some genuine experiences.

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