Mobile is about lifestyle – not a business strategy or technology set. The people who buy from you are changing and we must evolve too.
These people are now often referred to as the connected customer. To serve their needs going forward takes a completely new approach.
This involves shifting away from looking at existing technology investment and practices – to a design-led mindset where context, intention, immediacy, and the portable touch screen rule the world.
To authentically connect with this next generation of customer, means you have to go beyond just putting a digital wrapper around your product or service. You need to deliver purpose built experiences that are highly personalised, intuitive and delightful to the end-user.
So where do you start?
1. Shift your cultural mindset from traditional ‘sell people what they need in a new way’ to an aspirational mindset of ‘sell the value of a new experience they didn’t imagine possible’.
2. Reimagine the customer journey into many micro parts. It needs to be built iteratively and measurably tested to validate the customer experience.
3. Validate the customer journey against your ideal target customers. There are many context mapping frameworks you can find on Google. These typically include user personas, buying criteria and engagement touchpoints.
4. The connected customer is making fast decisions around brand interaction and a key criteria is how quickly you satisfy their needs – whether it be information relevance or service-led. So immediacy is critical to hook them into your value proposition.
