Nowadays, customers can easily access product and service
details through their devices at any time and compare competitors'
offers. Mobile devices, applications, machine learning, automation, and
other technologies allow customers to get exactly what they want when they want it. Furthermore, these new digital technologies have led to a change in customer expectations, creating a new kind of modern buyer - always connected and aware of what technology can enable.
other technologies allow customers to get exactly what they want when they want it. Furthermore, these new digital technologies have led to a change in customer expectations, creating a new kind of modern buyer - always connected and aware of what technology can enable.
With
the new types and levels of engagement that new technologies provide,
customers generally rate organisations according to their digital
customer experience. They make their impressions known publicly on
various social and digital media, and they consider the comments of
others when making a purchasing decision. This type of
consumer-to-consumer interaction is forcing companies to rethink their
approach to customer interaction and customer experience.
In
Kenya, Longhorn Publishers experienced connectivity issues with its
onsite applications that had a negative impact on customer experience.
As a leading provider of learning solutions on the continent, it had to
resolve these challenges as quickly as possible. It migrated to a cloud
environment that not only shortened the procurement cycle, but enabled
the publisher to launch its ebook store, elearning platform, and apps in
the market resulting in a more engaging environment for its customers.
Customers
expect highly targeted messages, which organisations can only deliver
with a data-driven marketing strategy. Advances in machine learning,
artificial intelligence (AI), and big data and analytics (including
predictive analytics) will allow organisations to create new customer
experiences and new sales models.
In a recent survey
conducted by the International Data Corporation (IDC) among businesses
in East Africa, 34 per cent of respondents indicated that their
organisation is considering marketing innovation with the aim of
improving customer experience. The leading sectors for adopting
technology or seeking innovation in the service of customer experience
in East Africa are government and transportation.
For example, the Kenya Revenue Authority invested in a
cloud-based CX solution for improving the process of filing tax forms
and stand out as another successful example of a customer experience
project in terms of customer service transformation.
Digital
transformation initiatives are accelerating disruptions in customer
experience. Agility is another key factor in the new marketing approach,
which can be supported by machine learning and AI.
Organisations
can create more demand with personalised marketing campaigns, as
competition in the new digital marketplace will require speed and
agility. Companies should also leverage structured and unstructured data
for determining customer profiles, as well as predictive analytics to
anticipate potential customer experience scenarios.
Organisations
are now including customer experience roadmaps in their business
strategy. Customer experience transformation can be a pre-designed
process, and marketing teams can collaborate with IT, finance, and
operations teams to help prevent unnecessary investments to establish
realistic and aligned strategies.
Kenyan IT solutions
provider Smart Applications International had to find a way to ensure
the accuracy of the data on its biometrics identification and medical
insurance automation application platform. This was vital to provide
customers with a more reliable way of accessing their data. By
transitioning into a cloud environment, it could digitally transform its
processes and boost customer engagement thanks to an always available
and accessible database.
Farouk is Regional Senior Director - East and West Africa Applications Sales Leader at Oracle.
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