Beyond the changes in our competitors or in the products and services that the market now demands, when thinking about a return to normality, it is vital to understand what changes our customers have undergone as a result of this crisis.
Let's consider that our brand strategy is built in response to the known characteristics of our current and potential customer base. Our communication, what we offer as a brand, and how we interact respond to what marketing refers to as customer "clusters." Well, those clusters have changed and are still changing as a result of the COVID-19 situation.
With the #T4NN methodology, we are seeing how the constant aggregation of data on payment behavior, contactability, use of products and services, and contracting is leading to a very rapid evolution in the characteristics of customer segments and requiring companies to respond quickly and adaptively.
What has changed in my client portfolio since before the crisis? How do they perceive the "forced digitization" imposed by the crisis? How many of my clients are now in a difficult financial situation? Are they thinking of canceling my products? Are they eager to buy more from me as soon as they can? These types of questions are on the mind of anyone who owns a business, and we surely have some intuitions about the answers, but above all, we see that there is great uncertainty due to the nature, depth, and speed of these changes.
With #T4NN, we have implemented a fast and reliable methodology for analyzing the behavior of our portfolio, focusing on its new attitudes, but also monitoring the extent to which the changes we introduce in the business are well received and respond to its new expectations.
We wanted to share all this knowledge in our report "Ticket for New Normal" (T4NN), which you can download from our website.
