Personalise CX with IoT

What is the Internet of Things? It is simply where devices/appliances connect with each other using the World Wide Web.

Today, people are increasingly becoming more and more dependent on application programs (apps). Carl Nawagamuwa, Vice-President of Client Services (Southeast Asia) at Amobee, is convinced that mobile phone apps are set to play an even more important role in defining customer experience (CX). Mobile phones are already the sole gateway to the internet for many people in the Asia-Pacific region.

In his own words, Nawagamuwa says that as customers become more knowledgeable, organisations will have to figure out how to connect the dots so that CX is improved and CX role in social customer advocacy increases. This involves building unified CX ecosystems across organisations.

What customers have to say

According to research undertaken by Fifth Quadrant, 86% of all customers surveyed expected customer experience to increase. For 83% of them, a personalised/customised experience is what they are looking for, and they report increasing integration of physical and digital channels for delivery of this experience.

But as to the question of whether the digital element is ascending and the human element descending in their order of preference, 78% of the survey respondents said that both were equal. It, therefore, seems improbable that technology will replace humans anytime in the near future.

What the stats show us:

  • 72% said customer journey mapping and thought leadership is vital to optimising the customer experience
  • for 71% CX design traction is all set to witness a rise
  • competition for CX talent will grow, according to 68%
  • 65% felt that the competition was already investing in CX
  • the same percentage (65%) pointed to an increase in the Internet of Things or IoT, and according to 63% of them the role of emotions in customer experience would become clearer
  • 48% felt organisations should build mobile-only or mobile-first technology (apps) for the customer experience.

Data collection is the sticky point. Apps collect data about consumer preferences for bettering the overall customer experience. But while some of those who participated in the survey felt it was an invasion of their privacy, some were able to see the importance of this. The solution, it is felt, involves a middle path — let consumers choose if they want to share their data. If a better customer experience is delivered to those who permit their data to be used, then it is only a matter of time before the rest see the merits and get on the bandwagon.

Brad Arsenault joined Fifth Quadrant as Marketing Manager in early 2016. He has a broad spectrum level of experience in digital, traditional marketing, strategy, start-ups, finance and more.