| | DECEMBER 20218CIOReviewIN MY OPINIONDigital Customer is one of the bi-products that came from the dawn of Artificial Intelligence (AI), Internet of Things (IoT), Blockchain and many other emerging technologies. Now that we have a more digitally inclined customer, what do organizations have to do in order to pivot their services and offering towards catering to this customer?Organizations have to be digitally inclined in order to transform themselves for the sake of remaining relevant to their new customers. Providing experiences that are memorable has become of paramount importance; the Experience Economy places the customer at the heart of the innovation driven within organizations. The recipe for delivering success is defined by embracing data, experience, and intelligence across all functions of the organization. Applications, AI, Machine Learning (ML), Automation and Distributed Ledgers with built-in consensus mechanisms allow for a sale between parties to happen quicker and for customers to get exactly what they want, when they want it. Furthermore, these new digital technologies have led to a change in customer expectations, creating a new kind of modern buyer which many refer to as a digital customer--always connected and aware of what technology can enable.With the dawn of "real-time CX", and the Experience Economy, we are living in a world where marketing is disappearing, sales is throwing out the playbook, commerce is everywhere, and customer service is becoming predictive. It's a radically different way of thinking about how we interact with customers.With the new types and levels of engagement that new technologies provide, customers generally rate organizations according to their digital customer experience. With every online activity, the customer leaves a digital footprint that informs organizations seeking to target multitudes of potential customers on what customers are in the market for, where are they expecting to find these products and finally when do these customers intend on making a purchase. They make their impressions known publicly on various social and digital media platforms, and they consider the comments of others when making a purchasing decision. This type of consumer-to-consumer interaction is forcing companies to rethink their approach to customer interaction and customer experience. This has also led to organizations adopting a human centric approach, all with the aim of ensuring the human touch and empathy permeating through their digital experiences.Customers expect highly targeted messages and content, which organizations can only deliver with a data-driven marketing strategy. Advances in ML, AI, big data and analytics (including predictive analytics) will allow organizations to create new customer experiences and new sales models.By Dobyl Malubane, CX Business Dev & Strategy Director, Oracle Africa [NYSE: ORCL]HOW TO THINK DIGITALLY AND TRANSFORM YOUR ORGANIZATION TO WIN THE DIGITAL CUSTOMERDobyl Malubane
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