Yesterday, I got a push notification on my phone: “Ticket prices have dropped for your recent search!”
Excited, I tapped into the app. But to my surprise — no meaningful difference. Maybe ₹50 at best.
Was this really a price drop, or just a clever tactic to re-engage me?
Welcome to the always-on customer journey — where brands don’t just respond, they nudge, predict, and at times, manipulate our decisions.
The Traditional Customer Journey Is Dead (Almost)
Let’s break down how we used to think about customer engagement — and why it no longer works in isolation:
- Recognize: A customer becomes aware of a need. (Today, algorithms do this for you — suggesting needs you didn’t even know you had.)
- Request: The customer searches for a solution or product. (Now, curated feeds show “solutions” before you even search.)
- Respond: The customer engages with the brand and forms an impression. (In today’s world, the experience often begins before direct interaction.)
- Repeat: The customer returns if the experience was consistent and valuable. (Now, loyalty is driven by personalized value delivered continuously, not episodically.)
Previously, brands met customers only during these milestones. Now? Brands live with their customers — 24×7.
Welcome to the Era of Digital Anticipation
In this connected reality, companies don’t just wait for needs to emerge. They:
🔹 Respond to desire – acting the moment interest sparks, often before a customer verbalizes it. 🔹 Curate offerings – using behavior, history, and intent to personalize in real time. 🔹 Coach behavior – subtly shaping choices through nudges and default options. 🔹 Automate execution – removing friction so decisions feel seamless and instant.
This is not just about better marketing. It’s about rethinking your value proposition — from transactional touchpoints to continuous value delivery.
What Should We Do Next?
Start by asking: ✅ Are we waiting for customers to come to us, or are we living in their digital moment? ✅ Do we design for touchpoints, or for journeys that never really “end”? ✅ Are we pushing products, or solving contextual needs dynamically?
This is the first in a short series on redefining strategy in the connected world.
🔔 Follow me on LinkedIn or check out rejofrancis.com for the next chapter: “How to Curate Offerings in Real-Time Without Overwhelming the Customer”
What’s one brand that truly understands the connected customer journey?
Do share your thoughts in the comments below..
#DigitalTransformation #CustomerExperience #ValueProposition #Innovation #MarketingStrategy #LinkedInTopVoice #RejoFrancis
