Why marketers must understand the human paradox to fine tune their marketing initiatives

Why marketers must understand the human paradox to fine tune their marketing initiatives

The human paradox is an interesting phenomenon brands need to consider when developing their CX and marketing strategies, according to Accenture Song global lead for customer, sales and service, Dr Edwin Van der Ouderaa.

One example is the desire to be more sustainable against the backdrop of inflation. “Customers want to do better for the environment. But in many cases, they’re also looking to cut their expenses as the cost of living increases. That makes it hard to make choices that align with their initial values,” Van der Ouderaa told CMO.

While many of the inconsistent human behaviours we see today might not be new, they’re increasingly considered normal, and even good. Accenture’s new research showed 69 per cent of consumers globally admit to behaving inconsistently and think paradoxical behaviours are both human and acceptable.

“This puts the onus on brands to really step up and understand customers’ needs and wants in real-time,” Van der Ouderaa said.

In order to do this, data is critical to helping brands with this insight piece. “Brands able to leverage data to understand paradoxical behaviours and deliver the right experience and service for their customers will come out far stronger than those who don’t,” he said.

Rethinking customer service

As consumer needs change, the dynamics of engagement become more complicated, ever-changing and multi-dimensional. For Accenture, marketing needs to evolve customer-centric strategies from relying on consumption habits towards what the consulting giant calls ‘life-centricity’. This is about enabling a more holistic view of consumers.

Edwin Van der OuderaaCredit: Accenture
Edwin Van der Ouderaa

“Life-centricity involves broader consideration of the humanity of the consumer, their shifting modes and the unpredictable life forces that come into play along the way,” Van der Ouderaa explained. “Making it easy for consumers by understanding external life forces and what customers are facing ultimately reduces the fragmentation and complexity tax that often befalls the customer.”

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