Serving the Consumer Unconditionally
05/14/24 • 36 min
Most brands will tell you they put the customer first. But how far are they really willing to go? For instance, how many companies make consumer needs priority over the fiscal bottom line? How many brands would be willing to recommend a competitor's product if it served their customer's needs better? Probably not a lot. In our newest frog report, 'The New Terms of Engagement' we explore these tensions with our guests and report authors Bhavesh Unadkat, Vice President of Brand, Marketing and Content Services UK, frog, Kerry Lee, Director of Commerce and Customer Transformation UK, frog and Christopher Baird, Global Head of Loyalty. At a time of unconditional responsibility, where consumers care more than ever about their purchasing decisions and customer experiences, with an eye toward sustainability, inclusivity and purpose, companies may need to change the way they act and communicate to meet a consumer base looking for more meaning in their marketing and commerce interactions.
Brought to you by frog, a global creative consultancy. frog is part of Capgemini Invent. (https://www.frog.co)
Download the new frog report 'Chief Challenges 07: Your Consumer Responsibility' (https://fro.gd/3JSdvOK)
Find episode transcripts and more from our conversation (https://www.frog.co/designmind/design-mind-frogcast-ep-46-serving-the-consumer-unconditionally)
Host/Writer: Elizabeth Wood, Editorial Director, frog
Research & Story Support: Camilla Brown, Senior Copyeditor, frog
Audio Production: Richard Canham, Lizard Media (https://www.lizardmedia.co.uk)
Most brands will tell you they put the customer first. But how far are they really willing to go? For instance, how many companies make consumer needs priority over the fiscal bottom line? How many brands would be willing to recommend a competitor's product if it served their customer's needs better? Probably not a lot. In our newest frog report, 'The New Terms of Engagement' we explore these tensions with our guests and report authors Bhavesh Unadkat, Vice President of Brand, Marketing and Content Services UK, frog, Kerry Lee, Director of Commerce and Customer Transformation UK, frog and Christopher Baird, Global Head of Loyalty. At a time of unconditional responsibility, where consumers care more than ever about their purchasing decisions and customer experiences, with an eye toward sustainability, inclusivity and purpose, companies may need to change the way they act and communicate to meet a consumer base looking for more meaning in their marketing and commerce interactions.
Brought to you by frog, a global creative consultancy. frog is part of Capgemini Invent. (https://www.frog.co)
Download the new frog report 'Chief Challenges 07: Your Consumer Responsibility' (https://fro.gd/3JSdvOK)
Find episode transcripts and more from our conversation (https://www.frog.co/designmind/design-mind-frogcast-ep-46-serving-the-consumer-unconditionally)
Host/Writer: Elizabeth Wood, Editorial Director, frog
Research & Story Support: Camilla Brown, Senior Copyeditor, frog
Audio Production: Richard Canham, Lizard Media (https://www.lizardmedia.co.uk)
Previous Episode
Futurescape: Trajectories for Tomorrow
The Futurescape: a place where reality is challenged everyday by the evolution of AI, where the devices we use to measure our sense of wellness might negatively affect our health if we don't unplug every once in a while, and where our relationship with the very notion of change is constantly changing. Of course, it’s also the subject of frog’s latest report 'Futurescape: Trajectories for Tomorrow.' To dive in deeper to the report, we're joined by Gagandeep Gadri, Managing Director, frog, Part of Capgemini Invent.
Brought to you by frog, a global creative consultancy. frog is part of Capgemini Invent. (https://www.frog.co)
Download the new frog report 'Futurescape: Trajectories for Tomorrow' (http://bit.ly/49JRYSB)
Find episode transcripts and more from our conversation (https://www.frog.co/designmind/design-mind-frogcast-ep-45-futurescape-trajectories-for-tomorrow)
Learn more about the 'Eco-Digital Era (TM)' from Capgemini (https://www.capgemini.com/insights/research-library/the-new-digital-economy-research/)
Host/Writer: Elizabeth Wood, Editorial Director, frog
Research & Story Support: Camilla Brown, Senior Copyeditor, frog
Audio Production: Richard Canham, Lizard Media (https://www.lizardmedia.co.uk)
Next Episode
Studio Sessions: Your Consumer Responsibility
Today on our show, we’re diving deeper into last episode’s conversation on consumer responsibility. You’ll soon be listening in on a chat recorded live in London between Bhavesh Unadkat, Vice President of Brand and Marketing UK, frog; Sharon Jiggins, Managing Director, 23red, also part of Capgemini Invent; and Matt Gratze, Former Director of Digital at Signet Jewelers. Our experts share their perspectives on some of the key ways that brands can show up and take a renewed ownership of their impact. Learn how leading with responsibility can lead to fresh forms of creativity and open up new avenues of business.
Brought to you by frog, a global creative consultancy. frog is part of Capgemini Invent. (https://www.frog.co)
Download the new frog report 'Chief Challenges 07: Your Consumer Responsibility' (https://fro.gd/3JSdvOK)
Watch the full video of the conversation (https://www.frog.co/designmind/design-mind-frogcast-ep47-studio-sessions-your-consumer-responsibility)
Host/Writer: Elizabeth Wood, Editorial Director, frog
Research & Story Support: Camilla Brown, Senior Copyeditor, frog
Audio Production: Richard Canham, Lizard Media (https://www.lizardmedia.co.uk)
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