Earning relevance with your customers requires much more than the adoption of the latest technology or being on the social media flavor of the month. All of that can be for naught if the experience wasn’t enjoyable, didn’t meet the customer’s needs or was too complex. All of your innovation should about the user experience and simple design. All of your innovation should be about understanding what customers need and then solving them in a simple, enjoyable way.
Technology and channels must be chosen with the fact that it will enable the customer journey and engage them in your mission. If you don’t know that it will, perhaps a small test is in order. Channels should be chosen with an end in mind for the customer. What difference does it make if you are on Pinterest but none of your customers find that helpful?
With all the technology opportunities you have in front of you, where do you start? This is where your goals and strategies come into play. The key is to match technology investments with goals to improve the overall unified experience your customers want and need. The tough work is to prioritize opportunities with investments that have a customer experience return. That will help develop a culture for recognizing an emerging technology to adapt to the right platform before someone else uses it to disrupt you.
Technology can be very disruptive if someone else solves a customer problem or obstacle before you do. If the technology they use makes it easier, more enjoyable for your customer, loyalty will go out the window. They become relevant and you lose relevance. If it happens enough with enough customers, your mission suffers tremendously. Is that happening now?
It is important to leverage investments in disruptive technology through the filter of your long-term strategy combined with a deep knowledge of your customers needs.
If you are investing in every social and mobile platform, are you becoming a jack-of-all trades and a master of none?
Solving a real customer problem, with the right emerging technology that is enjoyable and simple is in fact a game changer.