In our ongoing time, I observe different types of transformations or reshaping – but what they all have in common was and is that they all were and are customer and user centered.
Traditional product companies are transforming themselves into providers of services and ecosystems. When I think about automotive, other vehicles and mechanical engineering companies moved beyond merely selling their goods to selling engine hours, distance travelled, daily mileage – improving by this lifetime service relationship with customers - Improving sustainability, cost of ownership, and smart control by integrating applications such as scene or usage personalization, and other kinds of automation, security services or other options to improve usage, utility and quality.
Or vice versa when I think of service companies. There are businesses who are integrating physical products into their customer experience. Amazon and Google provide quick access to their services. Or when I think of notebooks which nowadays can seamlessly integrate physical notes; capturing handwritten ones with cameras allows you to search and organize them digitally. Insurance providers either in collaboration with car manufacturer or rental companies or independently using connected-car devices allow the companies to charge drivers according to their driving behavior.
Consumers do not buy just products or services
Consumers’ decisions for buying, using, owning a products or services is nowadays more than only purchasing - more and more, consumers’ purchase decisions circle around involving themselves with an idea and an experience.
This mind shift and change in expectations and understanding will give almost each business the opportunities to create new customer relations – will create new or extended revenue streams by expanding into adjacent territories.
Given these complexities, the shift also requires an innovative approach to business models and a new look at how companies provide value to customers.
End-to-end customer experience
When I talk about end-to-end customer experience on the one hand that means for the business from buying for example the raw material to processing, selling, services, returns, reselling or further treatments and or until recovery of raw materials. And on the other hand the consumer perspective from awareness, comparing, purchasing, returning or owning and in best case usage and repurchasing ( https://ux4dotcom.blogspot.com/2010/08/walk-while-in-someone-elses-shoes.html ). And that means from my point of view that it is needed to improve customer experience, moving from touchpoints to journey. Journey and end-to-end for consumers and for business.
In this context it might be interesting to look at this article how ecommerce started with single channel commerce transforming to multi channel commerce and to cross and omni channel commerce http://ux4dotcom.blogspot.com/2015/01/from-single-via-muli-through-to-omni.html
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