تلفن: ۰۴۱۴۲۲۷۳۷۸۱
تلفن: ۰۹۲۱۶۴۲۶۳۸۴

دانلود رایگان مقاله چگونگی دگرگونی تجربه مشتری توسط فناوری دیجیتال

عنوان فارسی: حل بحران فوریت: چگونگی دگرگونی تجربه مشتری توسط فناوری دیجیتال
عنوان انگلیسی: Solving the crisis of immediacy: How digital technology can transform the customer experience
تعداد صفحات مقاله انگلیسی : 10 تعداد صفحات ترجمه فارسی : ترجمه نشده
سال انتشار : 2016 نشریه : الزویر - Elsevier
فرمت مقاله انگلیسی : PDF کد محصول : E2544
محتوای فایل : PDF حجم فایل : 500 Kb
رشته های مرتبط با این مقاله: مدیریت و مهندسی فناوری اطلاعات و ارتباطات
گرایش های مرتبط با این مقاله: تجارت الکترونیک و مدیریت بحران
مجله: افق کسب و کار - Business Horizons
دانشگاه: کالج بابسون، بابسون هال، بابسون پارک
کلمات کلیدی: بازاریابی دیجیتال، واقعیت افزوده، برنامه های تلفن همراه، کنفرانس ویدیویی، متخصص از راه دور، دربان مجازی، دستیار دیجیتال، نقاط تماس
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چکیده

Abstract

Marketers are currently facing a ‘crisis of immediacy’ challenge: how to meet consumers’ need to receive content, expertise, and personalized solutions in real time during their shopping experience. Today’s digital technologies–—such as video conferencing, location-based mobile apps, and augmented reality–—provide a highly personalized and immersive environment that allows for interactivity and rich information exchange between the brand and consumer. We conducted in-depth interviews with over 35 retailers, large-scale surveys with international shoppers, and pilot projects with stores and banking institutions to study how companies are leveraging digital technologies to transform the customer experience. Our findings show that there are two main technology-based models that organizations are deploying to support customers’ immediate needs: the remote expert and the digital assistant. We provide company examples of both models, as well as when they are most appropriate and success factors to inform managers.

نتیجه گیری

5. Conclusions

We are living in a customer-driven world, where the informed customer–—not the retailer–—can dictate much of the desired content. No longer can retailers be passive observers and hope their product content finds the right shopper. Today, retailers must be able to serve consumers with immediate and personalized content, anytime and anywhere. Current strategies around the virtual expert–—delivering an immersive, personalized shopping experience; improving flow among consumer touchpoints; and providing content that has emotional and cognitive fit–— have the capability to provide this level of service.The remote expert and digital assistant models provide two approaches for organizations to pursue in this regard (see Table 1). Organizations that lead the effort in solving the crisis of immediacy stand to gain differential advantage in delivering a rich customer experience in an increasingly competitive digital and physical retail space.