دانلود رایگان مقاله چگونگی دگرگونی تجربه مشتری توسط فناوری دیجیتال

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.

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.