The Paradoxes Of The 'Age Of I'
Express Travelworld|March 2017

2017 Trends Report - The Uncompromising Customer: Addressing the Paradoxes of the ‘Age of I’ highlights the uncompromising nature of today’s customer who increasingly expect brands to deliver experiences that satisfy contradictory needs.

The Paradoxes Of The 'Age Of I'

Intercontinental Hotels Group (IHG) recently launched its 2017 Trends Report - The Uncompromising Customer: Addressing the Paradoxes of the ‘Age of I’ at the World Economic Forum (WEF) in Davos, Switzerland. IHG’s research identifies four paradoxes that are driving the decisions customers make in a landscape constantly changing through advances in technology. In this environment, customers do not want either/or solutions: they want the best of both worlds where the best trade-off is no trade-off.

The four paradoxes are:

The Paradox of Separate But Connected: Seeking a constant belonging with people, brands and places, while also seeking individuality and the desire to communicate uniqueness of self.

The Paradox of Abundant Rarity: A desire for luxury to be both scarce and available.

The Paradox of Seeking a Better Me and a Better We: Seeking personal self-improvement, while seeking public, civic or global improvement.

Do It Myself and Do It For Me In My Way: A desire to be in control while not being the controller.

Global brands must address these paradoxes through being locally relevant and personally differentiating. IHG has identified six best practices through which brands can create experiences that strengthen customer relationships and grow brand loyalty.

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Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.

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