Brands Need To Focus On The Customer Journey, Not The Destination

Nandini Nayak

Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Nan Nayak, global design strategy lead atFjord from Accenture Interactive.

The Internet of Things (IoT) is a well-worn phrase that describes a connected future in which appliances talk to us, our smartphones and each other.

But IoT does not adequately convey the seismic shift in the way businesses and consumers are beginning to interact. Mass digitization, liquid consumer expectations and open-source technology are fast leading to a service environment that is more responsive than any we might have envisioned just a few years ago.

Consider a world in which brands start to use the vast network of sensor-rich objects and contextual data connected by the IoT to create digital services that wrap themselves around people’s lives and evolve with usage. These mobile services will use behavioral heuristics and personal data to constantly anticipate individual preferences and evolve to meet changing consumer needs.

To survive in this responsive environment, brands must embrace atomization, the provision of branded services over many different touchpoints or platforms. It requires brands to think about their products and services within the construct of a connected consumer journey across devices and contexts, and also across connected products and services to enable higher order value for customers.

Read the full article on AdExchanger

Nandini Nayak

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