Conducting consumer research in China is critical due to the unique characteristics of Chinese customers. Suppose you want to manage your product or service successfully. In that case, you must collect and understand consumer insights to identify and target your customers and adapt your product or service to their perceptions, thoughts, purchases, and behaviors in China. However, gathering and analyzing data about the Chinese consumer to manage your product or service, such as through focus groups, shop-alongs, surveys, online focus communities, or interviews, is only one aspect of consumer research. Nowadays, the role of consumer journey management has become just as critical. By managing the consumer journey effectively, you can prevent your consumer from even checking competitor offers, increasing their loyalty to your brand.
However, much like the Chinese consumer in general, the Chinese consumer journey is distinct from the one we are accustomed to in the West. Through our years of experience in consumer experience management in China, we at OlingoCo can provide you with a comprehensive understanding of the consumer journey in China. This insight includes the following:
- Chinese consumers currently demonstrate an understanding of the journey.
- Recognize the digital era’s impact on the consumer journey
- Awareness of the opportunities that this development entails
- Recognize which capabilities you’ll need to demonstrate to manage the journey successfully
In general, one could argue that the Chinese consumer journey is still quite traditional. On the other hand, the digital age has unmistakably impacted customers. However, businesses in China consistently fail to satisfy their consumers’ expectations and must adapt to their needs and develop critical capabilities to manage the consumer journey successfully. With our experience in consumer experience management in China, you can identify your consumers’ unique needs and gain a competitive edge by meeting them.
The mapping of customer touchpoints is a critical component of future digital initiatives to improve the customer journey. Businesses must address their customers with the appropriate content and distribution channels. Finally, each business’s strategy should be compared to the resulting map. This is the primary objective for which travel organizations will strive in the coming year.