CMO.com, by Joydeep Bhattacharya, Europe Managing Director, General Manager, Fjord:
A redefinition of luxury, the rise of health data and a shift towards bringing design thinking in-house will each have a profound impact on business, government and society in 2016.
- Listening technology is breaking the customer journey into a series of real-time, intent-driven “micromoments.”
- Increasingly, privacy standards will be embedded into technology and the product design process from the get-go.
- Success will lie in paying attention to interactions instead of transactions–designing for humans.
Drawing on insight and inspiration from our global team, here are Fjord’s 10 top trends for the year ahead that every organisation needs to know about.
Watch. It Listens
The connected devices we wear or have in our homes listen and respond, encouraging us to exercise more, or eat less, or re-order products.
Already, this listening technology has made it acceptable to share data previously kept private. Listening technology is breaking the customer journey into a series of real-time, intent-driven “micromoments.” Consumers are switching from long-term, immersive research pre-purchase to short-form, bite-sized information-seeking; they go online more often, but spend less time per visit.
Brands must act fast to deliver on these micromoments or someone else will. They must listen to the customers, design to show they’ve listened, and learn.
Services With Manners
How best to share and protect customers’ information is a social responsibility and an increasingly important issue for every business. Get it wrong and you may very well alienate customers. Get it right by building services with manners.
Manners mean proper, respectful data practices. Increasingly, privacy standards will be embedded into technology and the product design process from the get-go. So be prepared by upscaling resources dedicated to data privacy and security and always be human, creative and transparent in data exchange.
Employee experience design is growing fast and set to accelerate as technology-enabling skills that are easily transferable across industries leave companies battling for top talent.
Successful organisations will be those that acknowledge financial remuneration isn’t everything, and that the experience they create for employees is as important as the one they create for their customers. This will mean bridging the disconnect between slick consumer-facing software and clunky workplace tools.
Invest in tailored experiences, fast evolution and personal connection in employees’ careers. Let them feel acknowledged and supported. Build cultures of purpose–using automation technologies for rote tasks–to leave humans free to focus on what they do best, such as creative decision-making.
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