The term mindset has acquired a new meaning in the last 2 years and nowhere is this change reflected than in the Middle Class. The middle class in any economy are the growth propellers, they are the aspirational conspicuous consumption class who spend money. Almost all brands whether luxury or mass has an eye on them as they move either way. The Middle Class is also a first-hand witness to the speed of change and digitization of the world around them, from the ubiquitous mobile phone to the number of gadgets and services which are at their disposal they have been expected to ramp up rapidly and understand how the way they have purchased, interact with organizations has changed forever.

However, events right now and for the past couple of years have kind of rewired their orientation towards consumption. As a popular Business News Paper in India has mentioned it has moved from FOMO TO JOMO-Joy of Missing Out…!!Customers are putting more thought into their actions whether it’s understanding the values the brand professes and its alignment to the product and services they represent, Empathy, Circular Economy, Climate Change, Green, Wastage, Sustainability have entered the customer lexicon!!

While this is happening never before is so much data and information available about customers-Multiple touchpoints like advertising, physical (physical and digital), call center interactions, social media conversations, user groups, forums, community conversations, etc. – all contribute to a goldmine of customer data and intelligence. Access to Technology has made customers expect faster and faster and seamless services from providers while at the same time not providing any insight on brand loyalty. This has left product and service providers in a quandary- in spite of having all the data and information they are unable to predict and visualize consumer experience.

That’s because the customer is looking at a complete solution, not a product fit that solves a particular piece of the puzzle. Even an Indian Govt body take IRCTC (Indian Railway Catering and Transport Corporation) provides one with the option along with your train tickets to book a cab to drop you at the station, to book a hotel for your stay, to arrange for tours, to order food while on travel and a drop from the station to your residence.