From Karen customers to Influenced: Retailers need to be prepared for the twins ‘Olivia and Oliver’ customer
Australian strategic research and consulting agency, Fifth Dimension, has released new research that shows ‘Karen’ customers deserve an apology.
“Our latest research shows that while ‘Karen’ customers earned a reputation for being uptight and demanding, they in fact have proved to be one of the more loyal customer groups — less likely to switch brands as long as they received the service and support they expected,” Fifth Dimension CEO, Lyndall Spooner said.
The research undertaken by Fifth Dimension during the first quarter of 2022 profiled consumer psychology and how that impacts brand choice and expectations of customer service. The results have identified the emergence of a new type of consumer called the ‘Influenced’ — or in 2022 name terms, ‘Olivia and Oliver’ customers.
Founded by Lyndall Spooner, a highly acclaimed expert in the field of strategy, research and customer experience (CX) with over 25 years of experience, Fifth Dimension Consulting is a respected and globally focused industry leading strategic research and consulting agency that has amassed a distinguished portfolio of well-known clients including: Westpac, Coles, HCF, Telstra, Foxtel, Colgate and the Commonwealth Bank.
