How to satisfy a care-centric customer?

The "Global Consumer Insights Survey 2020", by pwc.com, starts quoting the words of William Gibson: ??The technology and science writer William Gibson once wrote, ?The future is already here ? it?s just not evenly distributed.? Gibson?s point is that the future isn?t the same, or doesn?t arrive at the same pace, for everyone. At PwC, we believe the implication of Gibson?s words is that with the right tools and talent, companies can meet market disruption head-on and ?Reinvent the Future? for their own particular organisation. And for companies that cater to the end consumer, the future is arriving more quickly than anyone imagined just a few short months ago, accelerating digital trends that had already been transforming consumer behaviour. Businesses need to understand how this new world affects all their touch points with the customer if they are to actively reinvent their own future and not be at the mercy of external events.? The survey, the PwC?s 11th consecutive survey of global consumers-, deals with the purchasing behaviour in cities (80% of global GDP is generated in cities), before and after the coronavirus outbreak.? Participants in the survey conducted before COVID-19, 19.098 respondents, : Australia, Brazil, Canada, China, France, Germany, Hong Kong SAR, Hungary, India, Indonesia, Ireland, Japan, Malaysia, Mexico, Middle East, Netherlands, Philippines, Russia, Singapore, South Africa, South Korea, Spain, Thailand, Turkey, UK, US, Vietnam. Participants in the survey conducted after the COVID-19 outbreak, 4.447 respondents: China, France, Germany, Italy, Middle East, Netherlands, Spain, Sweden, UK. Main questions were 4. Follow a summary of the questions and answers. A deep insight is available on the complete document (link below).? Question 1 - How robust will the market be for my goods or services? The survey show that market volatility and price sensitivity should be expected: ? Customers? buying habits will become more volatile ? Price and value will become paramount. Question 2 - What is the experience I?ll need to offer to attract customers? Answers to the survey indicate that consumer experience must be rooted in safety and accessibility ? Customers will need an experience that reinforces safety ? They will want experiences that can be great anywhere. Question 3 - How will I engage with my customers?Digital engagement will be robust and diversified ? You?ll have to get the balance right between digitisation and the traditional store format? Consumers will experiment with and accelerate new channels, such as mobile and online grocery ? Networks are strong and customers are ready to take advantage of 5G? Question 4 - What are the experiences and products I should be offering to keep customers? Customers will become longtime advocates if you prioritise care, well-being and innovation ? Customers will want you to show consideration for their well-being in the products and services you offer ? They?ll expect you to make sustainable, ethical choices that recognise stakeholders as much as shareholders ? They?ll need innovations that solve traditional pain points. ? Implications and action items This phenomenon of a care-centric customer base and business culture could truly be a silver lining in the COVID-19 pandemic. But the extent to which people can focus on their own well-being depends on a complex web of factors, including their ability to maintain or regain income, the ability of gyms and fitness clubs to reopen in urban environments and the ability of healthy restaurants to reopen. In the near term, companies that offer healthy, nutritious products and grocery chains that sell local and organic products will continue to thrive. For instance, Crisp, an app-only grocery service based in the Netherlands, has positioned itself as enabling healthy living. It focuses on quality products by sourcing directly from producers and offering recipes and suggestions online to go beyond just product delivery. Crisp is only one example; other organisations will take a host of actions to improve customer well-being and foster a culture of innovation during this pandemic ? and well after the crisis has passed. Companies can: - invest in the needed talent, research capabilities and digital tools to solve traditional consumer pain points- develop new, sustainable products and services- work together with stakeholders, such as NGOs, the media, trade associations and academia, to re-examine the values they espouse and actions they take- establish greater inclusivity and transparency across supply chains- find new supply chain partners that suit shifting consumer demands- Increase R&D investments into the future of food and nutrition- train staff to provide a consistent service in line with the brand/offer. ? What?s next No one knows for sure just how many of the consumer behavioural changes accelerated by COVID-19 will gain permanent traction, but our recent consumer research is pointing to an increased desire among citizens for transparency, sustainability, cleanliness, community living and social consciousness. In fact, in our 11 years of surveying consumers around the globe, we have never documented such a clear convergence of themes. At such a pivotal moment in our recent history, the need for all consumer-facing companies to establish trust with the consumer could not be any clearer. PwC ?insights suggest that the pace of change and industry disruption underway will drive the emergence and establishment of a new cohort of winners and laggards in our industry over the next decade, with the consumer at the centre as never before.