Forget mass and niche, in future it will be possible to connect with the whole market individually & personally.
Intimacy, advocacy and loyalty are hard to generate ―but they are going to be more important than ever. We’ve called this state and the road towards it Commercial Intimacy and we think its implications are immense.
THE SHORT STORY
When Technology makes it possible to connect, personally en masse, your market will probably demand it. Sweeping ethnic, generational & social change will be behind this.
We think it will be on us sooner than we imagine or are able to be comfortable with – as a business you may need to rethink and reengineer a lot of your business to operate in this environment.
The balance of power between businesses and their customers and how the priorities for what is delivered has begun to be turned upside down. Commercial Intimacy frames our work and is the way we see the world.
The long story
THE LONG STORY
Commercial intimacy will affect everything, for both businesses and for consumers - how we promote or consume products and services, how we design or relate to channels, how we deliver and what we demand of customer service and sales and how we evaluate, adopt, respond to or ultimately recommend competing offers.
DNA is a design consultancy, currently celebrating twenty one years of pulsating life. For much of that time life has been relatively straight forward, and maybe a little too comfortable. Something has changed, and it's a change that is affecting all of our clients, and we would speculate, all NZ businesses. We may have been building to this change over quite some time, but now that it is here many are grappling with the enormity of it and its implications.
Our passion and curiosity have driven us to study these changes and to identify the likely implications for us and our clients. We see a time where the power balance will have shifted so far towards individual consumers that they will be able to prescribe how suppliers interact with them on their terms. Early examples of this change are common. At its full flowering there will be no mass audience, no niche markets – only individuals, with technology and changes in service experiences providing the means to engage personally 'en masse'. Simply put – The future will be about serving customer niches of one - it’s the way we see the world ahead.
The success of organisations in such a future will be based more than ever before on the quality of their brand and the bond they build with their customers and community – our core expertise. We think recognising this future state is critical. This expectation influences our perspective and shapes the solutions we offer for our clients’ current challenges – so that what they do today positions them most potently for tomorrow.