Over the last couple of years, more and more companies have been trying to fundamentally reshape the way in which they interact with their customers — a trend that has been accelerated by the recent Covid-19 pandemic. Perhaps the biggest change firms have made is that, rather than having a few episodic interactions, they are trying to create a continuous relationship with their customers.
Designing a Seamless Digital Experience for Customers
Beware these four common misconceptions.
December 02, 2021
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Summary.
Connected strategies can become a powerful new source of competitive advantage. And connected technologies have greatly advanced over the recent past. Customers and employees are increasingly expecting well-designed digital experiences, a trend that certainly has further accelerated during the pandemic. Consequently, the question companies face currently is not a matter of “whether they should implement a connected strategy,” but a matter of “how.” When designing a successful connected strategy, the technological innovation is only one piece of the puzzle. In order to create a lasting competitive advantage, companies need to match the right technological solutions with the right customer needs. This article discusses four connected customer experiences that firms can create: 1) respond-to-desire; 2) curated offering, 3) coach behavior, and 4) automatic execution, to turn episodic interactions with customers into continuous relationships.