Social distance, temperature control, use of the chinstrap … things we learned to incorporate during 2020 So what, in addition to marking a new type of social behavior, They also came to join the traditional performance and operation controls of the equipment that companies were already doing..
Therefore, if little by little we reconsider the need to share physical spaces, the new normal confronts us with a challenge: the use of data to monitor behaviors (the call "Behavioral internet”) And the use of all that remote data available to generate what we call a “Total experience”.
As organizations improve the amount of data they capture and the way they process and combine each of their information sources, intelligence can positively influence human interactions. We refer to both internal teams and suppliers, clients and partners.
Continue reading Customer intelligence: how to achieve personalized experiences
Total experience: what does it consist of?
Therefore, we landed on the concept of total experience, term coined by the consultancy Gartner, which refers to the possibility of combining multiple experiences: customer experience, the experience of the employee and also that of the user and partners close to the company, all of them focused on transforming business results.
It's about improve the overall experience where all these pieces of the great organizational fabric intersect, to link them closely with the aim of achieving synchronicity and a harmonic symphony of growth. Namely, it is not about improving every aspect of the company in isolation, but to create a competitive advantage thanks to the joint management experience of the different fronts.
| Thanks to the management of large volumes of information in real time, we have a competitive advantage that can be measurable and sustainable over time. |
This trend, that was installed with the pandemic, allows us to learn to capitalize on the lessons of 2020, facing a new cycle enriched with data management.
For instance, there are great companies that transformed the entire experience of their customers (“Customer experience”) In an effort to improve safety and satisfaction. First, implement a dating system through an existing application. Later, develop an information system that the client receives upon arrival at the site (including estimated processing time and expected behaviors according to the demand for social distance and personal hygiene). The companies also adjusted their service to include more digital management points.. This is an example of a totally safe experience, seamless and integrated for customers and employees.
Capture, analyze, understand and monetize information: Understanding human behaviors enables companies to utilize this valuable wealth of data and apply it in developing business intelligence and customer intelligence.. The customer intelligence It consists precisely in detecting patterns and developing responses to those behaviors, designing services that take companies to another level.
You may be interested in continuing reading How to achieve customer intelligence? The role of the CDO
There are still companies that refuse to promote these changes because they consider that they require a lot of time and dedication. But nevertheless, those already involved with change see an opportunity in this type of transition. As the specialists stand out, it is about detecting institutional habits that delay and activating the willpower to change them. It is a fundamental attitude for success.
The experience, also indoors
Organizations are starting to take advantage of this trend indoors too, looking for how to use technology effectively to design new workspaces, even at a distance.
In terms of employee experience, technology enables multiple performance measures to be improved, from productivity and commitment to the performance of certain tangible assets. By focusing people on your MLA, systems and technologies can be integrated around you to help and not hinder your daily workflows.
Something similar happens with customers: it is essential to reduce service times, optimize experiences, organize information and make decisions that design a more robust and lasting contact and experience.
| To compete we need to learn more than our competition and for that we have to design competitive information systems. Source: Accenture |
COVID-19 became the ideal opportunity to drive organizational transformations. And the start of a new cycle is the ideal time to advance planning., detect opportunities and be consistent with the needs for change that we can take advantage of.
How is your organization preparing for this new year??
What role will data play?
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