Business Embraces Customer Experience 2.0

By Samuel Greengard Print this article Print
Customer Experience

As enterprises look to reinvent how they connect with customers and boost their brands, they are increasingly turning to mobility and social media technologies.

"Over the years, we have moved from a framework of engaging with bloggers and interacting in a basic way to an environment that is very much focused on how we impact reach, revenue and reputation," Howe explains. "We are working to build mobility and social business principles into the fabric of the entire organization."

Making Innovation Click

The ability to drive innovation in customer relationships is becoming heavily dependent on mobile and social touchpoints, Tata Consultancy's Natarajan says. Although design and requirements vary based on the industry and organization, the goal is to increase touchpoints with customers and make processes as fast and simple as possible.

The end goal, says Jonathan Copulsky, chief brand officer at consulting firm Deloitte, is to change the way business transactions take place in order to interact more effectively and "deliver value." In many cases, he says, the end goal of mobility and social business is to feed big data and analytics."

For a retailer, this may translate into using beacons and apps to serve up real-time contextual promotions and tying in a loyalty program. It may also mean using RFID to tag merchandise in stores and across a supply chain to provide real-time visibility into product availability. Some companies are also introducing QR codes on shelves to provide customers with access to product ratings and reviews.

Meanwhile, a manufacturer might use closed-loop feedback systems or crowdsourcing to engage in rapid prototyping or product development. A service firm might use social components and mobility to glean real-time feedback about the quality or timeliness of a service.

Indeed, firms such as Uber, Lyft and Airbnb are tying in social components to rate both providers and users of services. Others, including Nike and Audi, have turned to gamification techniques. Some are also using gamification and rewards to encourage customers to contribute to support forums or post product reviews and other content on social media.

"Today, business and IT leaders must take an outside-in approach to digital transformation and business evolution," says Capgemini's Smith. "Customers have become far more sophisticated and empowered. It's critical to use information technology to create a highly responsive and seemingly personalized environment. This ultimately benefits everyone."

This article was originally published on 2015-02-26

Samuel Greengard, a Baseline contributor, writes about business, technology and other topics. His forthcoming book, The Internet of Things (MIT Press), will be released in the spring of 2015.

eWeek eWeek

Have the latest technology news and resources emailed to you everyday.