The Digital Transformation of Your Customers
The year was 2006 and the excitement was real. We sent out press releases and took out print ads to announce the launch of a website. It was a big deal: Officiating a URL aimed at attracting a community or customer base, complete with a mailing address and phone number housed on a static website that would see an update bi-annually (if that). Needless to say, a decade later it seems almost ridiculous.
Fast foward to 2020:
Digital transformation will eliminate lineups, decrease wait times and customer inquiries by phone by an exorbitant amount. Even cash will be scarce (since electronic payments has taken over). Audiences will be able to see live music, virtually. We will have more subscription-based apps for every aspect of our lifestyle. Needless to say, there will be no static websites.
If a visitor cannot engage with living content or opportunities, they won't engage at all. Businesses will need to reasess their success metrics. By this point, knowlege-powered customer engagement via new technology has long replaced traditional advertising and marketing.
The digitally socialized customer will have complete power to change your business culture - from talent acquisition to product and service development.
Face it: Customers are becoming more organized than most businesses
Customers are rating us and each other.
Today, we can already see how customer-centric and new tech-fuelled practices are at the root of survival/success. In order to succeed, an organization needs to listen and be empathetic. It's not simply about what an organization can deliver. It's about what customers say about their experience. Customers are rating us and each other. They are not directing questions to a support line, they're asking other customers for tips. We are in an age of user-generated content where people are better equipped to make informed buying decisions.
But fear not! There are ways to engage and even spark these conversations, authentically. With a surplus of distribution channels, you can ask your customer for personal feedback on how a service or product can improve. That level of insight and honest interacion will go a long (long, long) way.
In the end, authenticity and transparency will drive a brand's ability to resonate. The more an organization blindly sells, the more they distance themselves from their audience. Understand the pain points, the value you can bring to that specific buyer, and go from there. Luckily, technology enables us to have human to human interactions at scale, and we no longer have to rely on a 30 second TV ad for leads.
We always like to focus on how digital has transformed businesses, but we need to remember what's done to our customers.
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