在Kontagent Konnect 2013上，我介绍了与商业和消费者有关的技术的未来发展。有一件事是肯定的：手机和数据将引导用户体验。对于所有行业——银行、零售、旅行和甚至医疗，手机将成为其商业的重要部分。
Creating the perfect customer experience starts and ends with mobile
by Jeff Tseng
Think about your best interactions as a customer. What made those experiences so great? Was it the consistency? The way the business knew what you needed without asking? The fact that they made you feel appreciated? Or a combination of all the above?
Chances are it’s probably the last one. And it’s also probably safe to assume that the customer interaction you had in mind wasn’t regarding an online purchase order you completed on your laptop but rather was with an actual person.
In my Kontagent Konnect 2013 keynote, I examined the future of technology as it relates to business and consumers. And one thing is certain: Mobile and data will be what drives the customer experience. For everything sector – banks, retailers, travel companies, and even the health care industry – mobile will become essential to doing business.
The three elements of a meaningful customer experience
It might sound a little outlandish, but as mobile car service company Uber, HotelTonight, and others like it show, mobile is capable of creating customer experiences that are as good as interacting with a real person. Unlike any other digital touchpoint in history, mobile devices can deliver a customer experience that’s omnipresent, relevant, and intimate—the three elements of an ideal customer experience.
And the reason these companies are able to do this is because of customer data.
The role of data in disrupting the market
Your mobile device is essentially an extremely sophisticated sensor that’s constantly collecting data about your preferences.
Moreover, unlike with a desktop computer, because your mobile device is always with you, you are more willing to not only include personal details about your life in it, such as your contact list and daily calendar. But you’re also more willing to share that information with mobile companies you trust in exchange for using the services they provide.
And this is what makes mobile such a powerful platform. Because companies are able to tap into this level of data, they’ll be able to learn what their customers truly want. You won’t need focus groups or research reports to craft your next product release or upgrade, because with all the data you’re collecting, you’ll be able to create exactly what your customers desire. And even more importantly, you’ll be able to find out whether you actually delivered what they wanted by testing hypotheses.
But make no mistake, the process isn’t simple. After all, separating and extracting actionable information from your metrics requires data science expertise. The customer data sets in the age of mobile are bigger than anything companies have dealt with in the past. Using data science to to build deep, engaging, and personalized mobile customer experiences require more than just being able to collect data.
The bottom line is that if you want to disrupt your market and become (or stay) its leader, crafting a mobile customer experience that’s omnipresent, relevant, and intimate is key.
Data is vital to doing it, but having a platform built to capture and visualize all your customer metrics is just one part of the formula. The sheer complexity and volume of data today means that having a data scientist on hand to make sense of it all is essential, along with having your entire organization committed to using data to guide every decision.(source:venturebeat)