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DRC Blog

Brands vs. Consumers... The social war.

bronwyn van rensburg

Let’s face it; consumers are evolving faster than brands. Much like natural selection there will always be those people who struggle to adapt to the rapid changes, but for the most part, consumers are complaining “better” and the truth of the matter is that consumers have evolved, but brands have remained, generic. Sure, a personal touch takes a bit more effort, but with rife competition in most industries, brands should start to evolve their customer service and not just their service and product offerings.

Does it often feel as though brands are fighting this fight by launching a new website or app or some fancy service that is relevant to a niche? Instead of “improving” they are fighting their battles with “more.” Brands are, inevitably, spreading themselves very thin.

It is not simply about customer service and keeping up to date with the latest trends in digital with an ever expanding digital strategy that one cannot manage, but rather about really understanding what works and what does not work. Having multiple platforms also confuses people, especially with varying response rates from each platform. Can you say inconsistent?

Digital Republic is conducting social intelligence studies across industries in South Africa to determine the “culture” of customers so that brands can better understand their consumers, their frustrations and with that learning we strive to assist brands in incorporating what really matters into their culture and not only their strategies. Consumers know when they are being lied to and brands do not always realise that staff represent their culture in a very influential way. You do not only want customer loyalty, but you want to be sure that your staff are excited to be part of your brand.

With Tracx, any brand can have access to this insightful and robust data. Through Digital Republic you can have access to people with the knowledge and experience to translate the data into actionable next steps.