Designing experiences for the connected consumer across multiple platforms means guiding users through the clutter of online data, and taking them as fast as possible to the information they need to make the best decision.
Consumers take decisions searching for sources offline and online using multiple devices. Each device functions as real-time window into a real time-world. And each window requires unique and optimized design. Each design must contribute to a holistic experience across channels. This type of interaction optimization is the process of designing experiences for the connected customer.
Actually, in the US 90% of all media interactions are now screen-based: they take place on a smartphone, laptop, PC, tablet or TV. Radio and print now account for only 10%. Furthermore, for the first time in history word of mouth has become a digitally available as an archived medium. If experience can indeed become a measure of satisfaction and success, organizations and business must invest in defining not only a positive experience, but also a wonderfully shareable experience.
Social media expert Brian Solis talks about the future of business, and how it will come down to relevance and the ability to understand how technology affects decision-making and behavior to the point where the recognition of new opportunities and the ability to strategically adapt to them becomes a competitive advantage.
On the other hand, just because a business is embracing new technology doesn’t mean that it is creating meaningful, productive, or measurable experiences. In fact, in many cases the least people want is having noisy ads pushed on every screen. Without understanding what matters to customers and why, without learning their behavior or decision-making cycles, and without empathy, it’s not possible to create a meaningful and engaging customer experiences.
In order to truly get closer to customers takes a culture of customer-centricity, empowerment and innovation.
This emerging class of connected consumers is so critical to the future of economics, it will be wise for decision makers to stop looking at people through a lens of demographics and instead start designing experiences and outcomes based on interests and behavior.
On the context of customer relations and communications, the brilliance of social networks is the opportunity to transform negative experiences into positive outcomes.
The future of influence lies in experience. The experience people have with your product, your organization, your representatives, define the brand through the expressions they share. This is the fundamental of corporate communication. At its very core, it means turning the corporation as communication.
This calls for a concentrated effort to define what a brand could be not just from an image standpoint, but from an emotional standpoint—what are you going to feel and what are you going to share? The action of sharing takes a deeper meaning when is not just a thought, but an experience you have. Technology becomes a medium to facilitate the positive conditioning of the experience you want people to have.
Now, how does providing experiences create real business value? – Let’s look at some examples; Apple is more in the business of creating experiences than selling technology. Volvo not just sells automobiles, they are in the business of providing safety on the road. And Virgin is in the business of letting you in into a high roller jet setter life. It’s a matter of giving your customer something to align with, not some-thing to transact with.
It’s not just about products. It is about experience. The experience is sort of embodied in the product, but it is also embodied in interactions with the company. It’s a holistic thing. That is the value of experience.
Brian Solis. The Future of Business: http://www.amazon.com/Whats-Future-Business-Businesses-Experiences/dp/111845653X
David Passiak. Disruption Revolution: https://www.disruptrev.com/