Our blog

Discover what motivates your customers


22 November 2016

Dr Nicola Millard

Blogs by author: Dr Nicola Millard, Head of Customer Insight and Futures, BT


To stay ahead of the competition, retailers need to improve the customer experience. In this video, Dr Nicola Millard reveals why personalisation is key.

The modern consumer is complex and constantly evolving — so it’s near impossible to make accurate predictions about customer behaviour based on traditional data. Faced with so much choice, both in terms of products and retail channels, customers no longer behave according to their age and general demographic.

Instead, today’s customers fall into three motivational states:
• Visionary.
• Crisis.
• Utilitarian.

These states impact the channels people use to purchase things. Something that’s also influenced by factors like accessibility, cost-benefit analysis and individual perceptions about control, choice, risk and enjoyment.

To provide customers with the service they want, you need to understand the three motivational states; recognise which one the majority of your customers belong to; and then create a multi-channel shopping experience that meets their needs.

Watch Dr Nicola Millard’s video to find out more about the experience modern customers want.

You can also read Dr Nicola Millard’s white paper to find out more about these different types of consumer and access the autonomous customer research, here .

We’re at NRF 2017, Retail’s Big Show, from 15 to 17 January 2017. At our booth (#3181, Level Three) you can chat to our experts about your digital retail challenges and learn more about our Acuitas Digital Alliance solutions.