CMO.com: Rapid shifts in customer behaviour and digital advancements means marketers need to think about addressing ‘micromoments’, according to Accenture Interactive’s Fjord division.
Organisations this year will shift towards actionable change through human-centred design as customer expectations become more ‘liquid’, a recent report claims.
Among the key 2016 digital trends identified by Accenture Interactive’s digital division, Fjord, is the need for brands to listen to customers and gain valuable insights in order to better connect with them at every touch point.
Whether it’s literally listening to voice commands or to the streams of data being created, businesses must learn from users and respond in real time through intent-driven, increasingly effortless ‘micromoments’, Fjord claimed.
To achieve this, Fjord director, Bronwyn van der Merwe, told CMO organisations must focus on ‘liquid services’ that provide hyper-personalised experiences and tailored solutions to their customers.
“We’re also seeing services being delivered in much smaller and faster ways,” she said. “Services are becoming chunked up into little pieces of activity. Wearables is one area we can see a lot of these micro-moments playing out – and a smartwatch is just one of those many channels.”
Read the full article on CMO.com.