Customers are not only looking for the cheapest solution. They expect brand experience and emotions in the entire value proposition. The brand promise has to fulfill at all stages of the customer journey.
Customers are well educated and seek for any company and product related information. They desire to be treated fairly. They require companies to be proactive and expect companies to offer them the best fit solution.
Customer want to interact at anytime on multiple devices. They expect the same user experience for any access chosen. Content has to be tailored to the device as the device is strongly connected to the situation of the user.
Customers don't want to make a channel decision. They search the freedom of accessing a company by any type and they also want to be able to change. Not only for different requests but even within a process.
Customers expect smart processes. They want real online experience and true self services. They want all in one and all with the same logic and flow. Interfaces have to be reduced to the maximum.
