Haidi Nossair, marketing director, Middle East, Turkey and Africa at Dell EMC.
In the next seven years we will see data grow to 160 zettabytes and beyond. As data grows, the need for information technology grows and so does customer curiosity and connectivity.
The modern customer is savvy and demanding. In the hyper connectivity age we live in, the questions we need to ask are how many devices is the customer connected through and for how long? Organisations must learn how to best serve their modern customers. Let us take a closer look at the different aspects of the modern customer.
Hyper-connected digital natives
If a customer is always connected, they will expect the same from a company. Unreliable access to a service or a product online is not an option. Customers expect a similar user experience across all channels, especially the one that demands the least possible effort on their part.
With that being said, personalization and content optimization also matters to the customer. No matter how well-honed a contact strategy, or a product positioning is, content is what draws people in – because people who want to read your content are likely to be your potential customers.
The hyper-targeted customer
Wherever the customer goes, they leave trails of data. With this data, analytics can help you discover hidden correlations and help understand the customer’s behaviour much more intimately. This increased granularity of the customer typology can lead to more personalized offers and communication, changing the overall customer experience.
The hyper-aware customer
The hyper-aware customer has quick access to all relevant facts about a business they’re looking to buy from. Since a company would ideally like a prospective customer to spend more time on their turf, freely providing them with information they want is paramount. This is because customers are willing to pay more for services in tune with their values. So, good storytelling tailored to the channel helps – with facts, figures and sources.
The hyper-protective customer
This customer knows what’s at stake and adopts a cautious attitude. So, it is wrong to think that because many customers are always dialled in, they can always be contacted. It entirely depends on the type of product or service a business offers, too. The situation is inverted when the customer reaches out to the company. There, the customer expects quick responses.
Some businesses opt for built-in chat app on their website and have social media staff on hand to immediately respond to customers reaching out through these channels. However, all these points require the right technology backbone.
To sum up, technology will keep transforming the buying experience as well as how and when we interact with customers. For organisations to win, the CMO must build strong partnership with the CIO and CDO and have the right digital strategy.