Editor's Guide: Although the epidemic has not completely faded, but the economy has been rejuvenated, in the new year, what kind of trend will be born? The author of this article has conducted a thorough study and analysis of cutting-edge brands in various industries, and hopes to help you.
Looking back at the entire year of 2021, the recurrence of the epidemic has left the business society as a whole in uncertainty, and has fallen into a dilemma between economic "restructuring" and "development". The attack on the 996 model, the dismissal of 10,000 employees by New Oriental, the anti-internal volume... Under the great changes in the industry such as the double reduction policy and the promulgation of the 14th Five-Year Plan and the promotion of national policies, the society has begun to enter a period of post-epidemic healing. Although the impact of the epidemic on the economy is gradually weakening, the impact on mankind will be long-term, sustained, permanent, and even trigger deep reflection on all mankind.
As we look ahead to the new year, which trends will continue? And how will it change? With this question in mind, MOMOUX conducted a thorough study and analysis of cutting-edge brands in various industries, and sorted out five key trends for building enterprise value breakthroughs in 2022.
Trend 1: Rebuild the bond of trust perception
Winning the trust of customers is the key to brand development.
1. Changes and challenges
Under the continued impact of the epidemic, uncertainties have increased, consumers' decision-making ideas tend to be conservative and cautious, and people have become biased to choose more trusted brands. On the other hand, users' consumption paths have become more diversified, often through repeated jumps online and offline, and coupled with information flooding and excessive marketing, users need to spend more energy to distinguish who is more trustworthy. How to reshape users' trust in the brand is a major issue that enterprises need to continue to pay attention to in the future. Building trust has never been a one-dimensional, short-term success, but the result of a comprehensive long-term operation.
2. Everybody is doing it
Trust comes from familiarity and understanding. In the face of consumer distrust, brands have broken through the unknown in terms of information knowability, process visibility, operation controllability, safety and security, etc., and tried to convey their reliable value to users at every touchpoint by upgrading the product and service experience.
The storm caused by the listing of a ride-hailing platform triggered users' distrust of the privacy and security of Internet products, and Internet products have made strategies to rebuild trust. For example, well-known manufacturers have added functional options for personal information collection lists and third-party information sharing lists in the latest version, and the App tracking transparency and privacy reporting functions of the new system of foreign mobile phone manufacturers, which eliminate users' concerns about privacy and security by improving users' sense of control over the use of personal information data, and eliminating users' concerns about privacy and security in a more perceptual experience.
New energy vehicles have always been the hottest topic at present, and they are also one of our focus positions. A new energy vehicle brand, before the delivery of the new car, has fallen sharply due to the negative news that "the physical object does not match the picture", so it is urgent to win back the trust of users by reshaping a reliable image. The exclusive workshop opened by this brand supports users to make an appointment to visit the offline workshop, visit the exhibition hall and test drive through the online mini program, and through the transparent and open offline experience method, let the owner and the car company directly communicate in depth and reshape the brand trust.
There are also automobile brands that clearly display the whole process of automobiles from material preparation, production and processing to logistics and transportation on the owner's APP through the advantages of digital production, so as to achieve transparent production and delivery, and transform the unknown sense of the user in the process of waiting into a sense of trust that can be controlled.
3. Brand opportunity points
Trust is of great significance to enterprises and brands, and by establishing a trustworthy brand image in the hearts of target customers, it can not only improve customer loyalty, but also greatly reduce the difficulty of opening up new markets through word-of-mouth effect. In the face of the changes in the current market environment and the transformation of user value, always maintain the overall experience thinking, help brands and enterprises re-examine the relationship with users, deeply analyze the current situation of the brand, directly attack the needs and experiences of target users, and strengthen communication and interaction with users in multiple dimensions and omni-channels, which is the clearest way to rebuild user trust in various industries.
Second, the trend 2: "experience the new situation of drifting green"
One of the shifts that the post-pandemic era will experience: the subversion of everyday life leads to the search for meaning.
Whether it is the epidemic or the climate problems on the cusp of the storm, and the inequalities between resources and demand that they bring, they all remind human society to focus on the longer-term future. People are slowly waking up from the short-sightedness of material thinking and consumerism, re-exploring the way of life of self-interest and self-interest in the earth, and pursuing sustainable "green" value orientation. With consumers' understanding and thinking about sustainable development, how brands and enterprises can transmit sustainable values and practices through better experiences to gain more individual favor will be a new era issue for enterprises.
The awakening of sustainism under the commercial society will be a dynamic interconfiguration process from the top down and the bottom up. At present, many enterprises have made achievements in supply chain reform, energy use, product innovation and other aspects. Brands convey value to users and consumers in a more perceptual way through product information and service experience.
Some new consumer brands abroad, starting from green sustainable buildings, to in-store experiences, to consumer education, are conveying their understanding and practice of "green" to consumers. A home furnishing brand has set up an innovative learning lab to provide learning seminars on material reuse and upgrading of old furniture, and to work with consumers to practice sustainable living. The "Green Workshop" of a large coffee factory runs the concept of "green" sustainable development throughout the entire consumer experience journey and consumption space through "paperless" operation, low-carbon plant-based food supply, 100% recycling of coffee grounds in the store, and encouraging consumers to use the "environmentally friendly accompanying cup".
For a foreign credit card project, after the user swipes the card, the merchant fee obtained is used to sponsor the afforestation and carbon capture project, and the user can also view his environmental contribution in the app at any time. By reconstructing the business logic, on the basis of not changing the user's daily living habits, the consumer life and sustainable development form a benign closed loop, and give the positive feedback incentive of user visualization, increase user stickiness, and also make users' loyalty to the brand increase due to the matching of value orientation.
Domestic new energy vehicle brands launched the "Blue Dot Plan", allowing users to join the "carbon trading", users can transfer the carbon emission reduction of daily travel to the official certification and trading, and the income will be deposited into the account in the form of points for the purchase of peripheral products. Through this move, it is intuitively conveyed to users that in the small matter of driving, the perfect service driving experience is the "basic operation", and creating sustainable value and symbiosis and co-prosperity with the brand is the "longest confession of affection".
In the era of the awakening of the consciousness of all mankind, brand innovation that can impress users is no longer just a "new" in the universal sense, but based on the perspective of the transformation of people, things and things in the whole era, starting from user needs, starting from social needs, starting from sustainable needs, rethinking the corporate development strategy and brand values with multi-stakeholder balanced thinking. Reach users and deliver brand values through higher-perception content, touchpoint networks, and full-journey experiences, and identify with user values and achieve deeper interactions.
Third, trend 3: sensory expansion of new upgrades
The metacosm is a rebirth of a classic concept, a conceptual refinement under new technologies such as Extended Reality (XR), blockchain, cloud computing, digital twins, and more.
The "metaverse" has triggered more ideas for the future digital world of mankind, and with the transformation of information and technology, new experience upgrades have arrived. The physical and digital worlds are converging at an accelerating pace, and human-computer interaction has moved from indirect interaction to an era of direct interaction mediated by XR's key technology (extended reality). By simulating the virtual five senses of people, it restores the sense of sight, hearing, smell, taste and touch, and creates an immersive multi-dimensional interactive experience. The development of XR's key technologies has reshaped the form of digital applications, creating new scenarios for brands to interact, create, consume and monetize.
The digital twin technology that simulates the five senses covers 90% of the human-computer interaction experience on the market. Virtual five-sense technology has a lot of room to play in the field of smart cockpits. With the continuous advancement of the trend of automotive intelligence, the traditional C-HUD and W-HUD have been unable to meet the interactive needs of the smart cockpit, and ar-HUD, which is both practical, technological and immersive, has become the focus of major automotive brands.
Some near-eye display devices can raise the image resolution to the limits of the human eye through wireless screen and visual noise reduction, bringing the ultimate digital visual experience.
In addition to the visual experience upgrade, the game clothes on the market that simulate the feel of the gun also bring players a more immersive and realistic game experience.
In terms of olfactory experience, companies have successfully invented odor synthesizers, and users can customize the range and intensity of odors. This device also matches the mainstream smart devices on the market, including VR headsets. Perhaps in the near future, the seafood and virtual island tour can also be felt on the sofa, and the blessing of smell will add a little agility to the virtual journey.
At present, the virtual five senses technology on the market is mainly based on vision and hearing, and the problems of various sensor coverage and cable entanglement are exposed, which means that the XR ecology still has a lot of room for extension. However, users will still actively embrace the transformation of digital culture and digital behavior, which also indicates that we will have unlimited space to create new value, and the inclusiveness of virtual technology will be as far as possible in the future. Based on the change of technology and the change of life and work scenarios, we should explore and define more new scenes and new needs, and innovate sensory interaction methods that are divided into more dimensions, and jointly create a complete and ultimate immersive experience.
Trend 4: Positive emotions
What we end up consuming is not the commodity itself, but the emotion.
The ravages of the epidemic, the growing pressure of social survival, the work life that gradually loses boundaries, the irrepressible desire to consume and other issues have created a lot of emotional internal friction, in the face of heavy pressure, "lying flat" has been hotly discussed, whether this is a temporary comfort or a return to inner thinking, which reflects people's urgent need to freeze negative emotions experience. This prompts consumers/users to demand emotional care as one of the most important factors in their decision-making, and brands and companies should think about positive emotional communication in product experience design, service experience and brand communication.
The interaction between users and brands is essentially the exchange of emotions. The first entry point for positive emotional linkages should focus on the instinctive "need to care" of human nature. iO Cloud Sense Toothbrush adds an interactive intelligent display, real-time feedback on the brushing effect through expression changes, and conveys a warm and interesting oral cleaning experience to users through emotional interaction.
In the application and wearable devices, in addition to the basic health monitoring function, the biggest highlight of the Halo bracelet is that it can judge from the intonation, monitor the user's emotional changes, and provide health advice from the physiological and mental health dimensions.
There are intelligent cockpits at home and abroad equipped with emotion recognition systems, which carry out personalized voice, song and even odor push according to the driver's emotions such as happiness and anger. In addition, according to the big data calculation of the usual driving time, overtime care is pushed. The care and positive communication of emotions make the driving experience more "warm".
Building positive emotional links is not once and for all, and the user is always the protagonist of hedonism. Brands that provide instant pleasure and fleeting happiness are secondary, and the key is to build a long-term relationship from the overall situation. Whether users can continue to get positive emotions and satisfaction in the experience process will require brands to have a deeper understanding of user psychology and usage scenarios, and designers also need to have higher empathy and semantic conversion capabilities, which is also the emotional design that we have been deeply cultivating. Under the stimulation of large-scale digitalization, making good use of positive emotions and making good use of users' "emotional charging" needs will be a breakthrough point for brand transformation.
Trend 5: Organizational experience symbiosis
Digital technology has brought about the rise of individual value, and the relationship between individuals and organizations has also undergone fundamental changes.
The rise of individual value has made more and more young people yearn for a freelance way of working, and words such as freelancers, slash youth, and side hustles have gradually entered the public eye. In the digital age, organizational forms, employment relationships, productivity and awareness of social responsibility are gradually changing, which makes us rethink the new form of organization in the digital age. The various Internet manufacturers that have always been "inner volumes" have also invariably begun the "anti-internal volume" to cancel the big and small weeks in 2021, and in August this year, the two national departments also jointly released a case pointing out that "996" is a serious violation of the law, and a series of phenomena and trends have put forward new challenges for organizations and managers.
After the epidemic, it is not only individuals, but also enterprises that are "looking inside", meeting customer experience has gradually become a "basic threshold", corporate value will be more closely related to employee and customer value, employee experience and customer experience in the future in many organizations and enterprises will no longer be two strategies, has been regarded as a grand focus in the future.
In the global context, the core of business management has changed from the production era to the experience era, and now the core of the enterprise is becoming employees. "People" have become the core assets of the enterprise, and the employee experience determines the effectiveness of the enterprise. However, employee experience management is not just a job for HR, but a shift from traditional HR administration to employee service orientation. The Employee Experience Platform, built on 365, integrates employee communication, learning and insight into the Employee Experience Platform, providing a new way to shape corporate culture.
In addition, such as a complex and cumbersome bank back-office system, the use of game elements to motivate employees to achieve their sales goals not only reduces the workload for management, frees managers, but also achieves real-time feedback on the correct behavior of employees. As a result, they are using digital technology to help employees achieve their business goals in the most affordable way. Leading vendors have begun to scramble to deploy in the field of employee experience digitalization, and more and more enterprises realize the need to create a comprehensive customer experience, employee experience and enterprise system experience - that is, "organizational experience".
At present, we will find that the whole society is paying attention to personal value and emphasizing the concept of people-oriented. In the coming years, the enterprise experience will become an important way for enterprises to seek strategic innovation. The original one-line lifecycle or user journey is no longer enough to build the overall experience of its brand. The digital reinvention of enterprises is facing comprehensive and in-depth innovation and restructuring from strategy to organizational structure, from management to operations, and from technology to organization.
Given the current environment, broadening the scope of an experience strategy is not only about designing the customer experience, but also about designing the enterprise experience. As one of the innovative means for the global enterprise experience, service design is a platform for employees to face the experience of employees, pay attention to the personalized needs of employees, and provide employees with self-realization. For customer experience, pay more attention to customer process optimization and innovation, in order to obtain a huge increase in corporate value, thereby bringing innovative experience upgrades to the brand, which is also highly consistent with our corporate philosophy of achieving customer success and achieving two-way growth.
This article was originally published by @MOMOUX and everyone is a product manager. Reproduction without permission is prohibited
The title image is from Unsplash, based on the CC0 protocol