GUEST COLUMN: Omni channel, in search of the empowered consumer
By Sebastian Gryngarten, managing director of GlobalLogic Latin America
People are increasingly using social networks and websites accessed from multiple mobile devices to communicate and do business with companies.
This is the profile of the new empowered consumer, one that is always connected, that identifies with their preferred brands and that seeks out niches.
This has made it increasingly hard today for companies to seek out their target consumer because they are active on a diversity of platforms on which those companies are not present.
Adding to that complexity is the Third Platform (a shift in technology trends identified by consultancy IDC that occurs every 20 years and which consists of the pillars of big data, cloud, mobility and social media), which brings with it new challenges for capturing and retaining clients.
We're witnessing a shift in the way consumers buy products towards e-commerce, via mobile, instantaneous and 24/7.
This is why companies need to study new business models and omni-channel strategies in order to gain market share. They need to understand where their clients are, what they need to do form a bilateral and horizontal one-on-one relationship.
We recommend building a Customer Journey Map before attempting to capture niche customers. First it is essential to be familiar with the behavioral changes in the target customer. You have to be aware of their needs, what they expect from their provider, and how to address those needs both from existing and new channels.
Next, you have to analyze your company's own infrastructure and applications, because if you want to be an omni-channel company you must be available when and where customers want you to be. Your company's IT architecture will be key to ensuring that customer experience, providing a 360 degree service, personalized and in real time that will help your company differentiate itself from the competition.
After that you must integrate all your business divisions so they are all on the same page as regards the message they send to the customer. One should seek to unify the channel partner ecosystem so they are not separate, that they all relate to each other and that customers can communicate seamlessly with the company and vice versa, independent of which department or support area they seek.
That is the advantage of omni-channel – the user experience should be homogenous with the brand irrespective of which channel the client uses.
Lastly, the company must develop a social media strategy as that is the platform where real customer feedback occurs. Social media is the ideal platform to promote the company's image, provide visibility to products and services and obtain recommendations to be incorporated into future strategy.
Your presence on social media is something that occurs in spite of you whether you encourage it or want it. What is key is to understand how it works and take advantage of the incredible opportunity to build your brand and the relationship between the company and client.
We are living at a time of great opportunity that stems from the technological convergence of the Third Platform. A strategy that has omni-channel and user experience at the forefront is key to success.
DISCLAIMER: The content of this piece is entirely the responsibility of the author and does not necessarily reflect the views of BNamericas. We encourage Guest Column pieces, and those interested in submitting one for possible publication should contact pnixon@bnamericas.com.
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