What customers expect from technology brands
Engr Syed Farrukh Raza Alam
The rise of technology and the internet have impacted our lives far more deeply than most of us can fathom.
Global interconnectivity has given way to brands being able to expand their reach across all corners of the world and connect with more customers than ever before.
This very boon also carries the mammoth challenge of trying to keep such a diverse set of customers continually satisfied with products and services.
To do this, it is important for companies to understand what customers want and expect from them?
With a company that has a diverse product portfolio, like LG Electronics, it becomes even more challenging to thrive in the atmosphere of rapid change and extensive choices. As the world progresses,customers have become savvier and the competition more intense than ever before. Companies that wish to stay ahead have to be adaptable and agile. They realize that to remain profitable, it is imperative that they embrace diversity, update growth strategies all the while continuing to be supremelycustomer-oriented.
LG Electronics is a global innovator in technology and manufacturing with operations in more than 100 locations around the world. LG is composed of five companies ― Home Appliance & Air Solutions, Home Entertainment, Mobile Communications, Vehicle Components and Business-to-Business ― and is a world-leading producer of TVs, refrigerators, air conditioners, washing machines and mobile devices.With 2017 global sales of USD 55.4 billion, LG’s success comes from its philosophy that revolves around people, sincerity, and sticking to the fundamentals.
Being customer-oriented does not hinge on selective offerings, focusing on one aspect of the product or even executing attractive marketing campaigns. Emotionally appealing marketing and social media strategies have their place and importance, but in the end, what matters most to the worldly-wise and widely connected customer of today is if the brand or the organization truly delivers values and follows through the promises made to the customers. Customers have learned to differentiate between glitzy, but lacking in substance marketing gimmicks and powerful, intelligently researched campaigns that are based on consumer feedback and insights from understanding what the customer wants.
That is not to say that a product’s design or durability does not feature in a client’s decision making process. Customers increasingly opt for companies they view as being constantly innovative yet incorporating user-friendly features. They prefer products that are intuitive, ergonomically designed, offer solutions that can upgrade customer’s lifestyle and allow them to achieve a task stress-free. LG has always been known for its simple design, easy to use, innovative and reliable technology. These aspects are perceived by customers are real benefits that reap long-term loyalty among LG customers.
To ensure that a company is providing what’s expected by their client-base, companies need to be accessible. With the advent of social media forums, it has become easier to get in touch with most organizations and provide feedback or appreciate a product or a service. From a company’s viewpoint, gauging customer sentiment, gathering feedback and responding to queries has become easier and faster than ever before.
Another characteristic that differentiates the modern customer from a traditional one is that consumers today focus on how trustworthy they find a company. An organization’s code of conduct is as important as is their products. How ethical a specific company is conducting their operations, not only to comply with laws but going above and beyond of what is necessary to make sure they are functioning at their highest possible moral values is paramount to gaining hard core customer loyalty. This is why many companies have now become more transparent and are willing to share details of how they operate with the general public.
LG Electronics has adopted these values because the company understands their customers. The brand offers optimum solutions and new experiences through ceaseless innovation, thus helping customers lead better lives. This approach has not only propelled the company’s growth in the last few years but is set to help the brand further penetrate the emerging markets helping LG accelerate its growth rate.
Team leader and head of B2B sales and team leader, LG electronics Gulf F.Z.E. (Pakistan).