Wednesday, October 12, 2016

Internet of Things - The Modern Connected Customer Journey


How can Internet of Things (IoT) and Analytics increase business agility while creating compelling customer journeys and customer experiences?


Internet of Things (IoT) is radically changing the nature of consumer experiences and brand marketing. Turning physical spaces (retail, offices, stadiums, malls, casinos, concerts, events) into real-time engaging customer experiences. Turning products from simply physical "things" into platforms for delivering services to deliver customer experiences. For consumer goods - online experiences, retail space experiences, and post-purchase product usage experiences combine to create a two-way dialogue pre-purchase, post-purchase and back again across the entire customer journey in a way that was never before possible. Data can be collected to understand patterns of behaviors and wants and needs, and used to deliver contextual and detailed real world customer experience to those wandering the space or using the product, or rather the services delivered by the product platform.

Accredent's "IoT Connected Customer Journeys" at Innovation Jam 2016

Physical Customer Experience

Disney Magic wristbands, Taylor Swift 1989 tour wristbands, and other early pioneering efforts proved that brilliant new physical space customer experiences can be created, and the pain points within existing experiences be removed by Internet of Things. This capability has expanded with the advent of proximity beacons and IoT displays which enable hyper-local, -contextual, - personalized experiences in physical spaces not dissimilar from that offered by the best e-commerce sites and internet 2.0. Building understanding of behaviors and wants and needs, and delivering contextually detailed physical world experiences to match them.

Beacon, RF sensors and IoT displays' ability to generate new business from passersby and loyalty scheme incentives, to turn physical spaces into subtle and overt two way conversations, to eliminate pain points and process bottlenecks, and to deliver richer customer experiences and associated brand value have driven rapid adoption. These technologies are expected to influence more than $44 billion of purchases in 2016 alone. Not surprisingly, Forbes declared 2016, "The Year of the Beacon."

Product Customer Experience

While the brand experience within physical spaces is becoming more like web space, products and services themselves are also changing to be more like smart phones and apps. Products are becoming smart platforms offering hyper-local, -contextual, -personalized services, and delivering deep insights into behaviors and preferences, and wants and needs, to build customer profiles used to deliver new better services and increase spend and loyalty.

Integrated Virtual, Physical and Product Customer Experience

New modern connected customer journeys form as on-line, physical, and product customer experiences merge seamlessly into one experience - pre-sale, post-sales, and re-sale - across the entire brand journey. Each touch-point capturing data for customer insight and each delivering better customer experiences based on that insight. This is the where all business is migrating in one form or another.

The new internet-of-things based connected customer journeys of interlinking virtual, physical and product touch-point insights and customer experiences is a complex one. Difficult to get right, but important to do. Done right, the process of creating the new modern customer journey is a never ending one that always is capturing insightful data, and using that data to create continuously improving customer experiences and business processes. Done wrong, the process of creating new connected customer journeys can place retailers and product manufacturers into Sisyphus-like proof-of-concept design and revision, or can add a product to the same junk pile of history that one finds Google Glass. Get it right, your company and your future depends on it.

Accredent Connected Customer Journeys

Pioneers in the Internet of Things and advanced data analytics business value creation. For the past eight years Accredent's business transformation practice been connecting Internet of Things Customer Customer Journeys and CX for organizations.

Accredent enables organizations, system integrators, and marketing agencies to quickly transform customer journeys to digitally IoT connected data-driven ones that deliver the compelling CX and business agility required of modern business.

Contact Us to learn more about how we can create a frictionless customer journey with compelling CX, and deliver transformational insight and new levels of business agility to your organization or your client's organization.

Join us at the IoT Fuse Conference on April 21st in Minneapolis

Learn More: Creating Business Value With Internet of Things and Analytics.
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