You Experience #3 – Sweat the Assets

It’s not the fact that you can push information that makes mobility one of the great change drivers in information technology, it’s the assets within the device that enable new approaches. Using location knowledge, direction, movement, sight and sound – combined with context awareness – provides a huge potential to create compelling customer and employee experiences. So apply device assets to the full extent to maximize your impact on whoever you want to reach out to.

We haven’t seen the beginning of mobility yet. Smart phones, watches and wrist bands, sensors, glasses or foldable displays, the proliferation is there and unstoppable. High time for a mobile first strategy.

Being there with the right content and messaging for your employees, customers and partners is paramount. A new generation increasingly lives in an “alone but still together” space and is likely to stay there as they get older. Their window on the world is defined by an online, social and mobile binocular. So we better make sure we get in their picture.

How? Consider the following:

– You need to be found … Mobile apps, store locators, digital displays with QR codes that lead to your company’s messages or increasingly games, are all new ways of getting attention.
Or you need to find them … Mobile devices have geo location and if applied with caution and consent, consumers are open for personalized offers in the right context. iBeacons and comparable indoor location technologies are just a recent addition to delivering tailored, location-aware messages (see for example how Macy’s is piloting it).

– Think customer journeys. Customers want to interact when, how and where they like it; 24/7/365. Interactions need to be relevant, tailored and personal. All channels need to work consistently together to provide a seamless experience, with the ability to interrupt and resume the journey. Hassle free.

– Influence at the moments of truth. The moments of decision are crucial in your interaction with customers. Many potential customers will never be seen again, simply because they don’t like your app, website or storefront. There are many ways to improve the dialogue. Location and context awareness are certainly among the potential tools. Augmented reality is another. Small in-device or storefront camera’s can estimate age, gender or mood, thus providing a better way to start the dialogue in a more relevant manner. Provide sharable content and the community will do the communication for you.

– Convergence of physical and digital. It’s about a consistent experience across all channels. Face to face contact in a bank or shopping at a store definitely has the advantage of working all the senses. Product quality for instance does not always translate online. However, the physical environment lacks some of the characteristics of online that we have learned to appreciate, like immediate answers to questions on product range and availability. It’s therefore literally about all-channel to create a brand experience in the connected world.

So summarizing: mind the (app) gap between the customer and your organization! Use whatever device assets are available to augment the customer or employee experience and to remove any barriers towards interaction with you. And most importantly: don’t limit your imagination. After all, the next connected device might be right on top of your nose.

This contribution by Bernard Helders 

Part of Capgemini’s TechnoVision 2014 update series. See the overview here.