Customers are becoming less predictable, making existing models and approaches less effective. according to a new Twilio study.
The study blames global pressures for changing customer behaviour, which Twilio says will have knock on effect on marketers trying to influence investment decisions.
The headline findings indicated that almost half of marketers are questioning the value of traditional customer segmentation models, and as a result are looking for greater budget flexibility and more opportunities for real-time personalisation.
Many felt customers were more susceptible to cost-of-living pressures and environmental concerns, making it difficult to use existing models, particularly with demographic data.
Twilio’s research confirmed more marketers are turning to real-time personalisation and first-party data strategies to understand what is happening at a customer level.
The vendor quizzed users, and found consumers were more indecisive now than they were three years ago, and that their buying processes had increased in complexity. A significant number of UK consumers were studying their investments more closely before pulling the trigger on purchase orders.
Twilio customer engagement consultant Sam Richardson said the world is changing as a result of shifts in customer buying behaviours.
“Like the current arguments around outdated economic models, this research has highlighted that it really is time to ditch the old demographic customer segmentation methods and models,” she said.
“People are unpredictable, and their shopping journeys and decisions are nonlinear. Marketers and customer service agents need to have the kind of data that allows them to be more fluid in the way they engage with their customers.”
