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Personalising the IoT

The Internet of Things (IoT): the connection and intercommunication of devices and appliances using a combination of WiFi, Bluetooth and the World Wide Web.

Today, people are increasingly becoming more and more dependent on applications (apps). Carl Nawagamuwa, Vice-President of Client Services (Southeast Asia) at Amobee, is convinced that mobile phone apps are set to play an even greater role in defining customer experience (CX) as we move toward 2020. Mobile smart phones are already the sole gateway to the internet for many people in the Asia-Pacific region.

In his own words, Nawagamuwa says that as customers become more knowledgeable, organisations will have to figure out how to connect the dots so that CX is continuously improved and the role of CX in social customer advocacy increases. This ultimately involves building unified CX ecosystems across organisations.

What customers have to say

According to research undertaken by our team at Fifth Quadrant, 86% of organisations surveyed expected to increase their investment in online customer experience over the next year and a further 62% expected to increase investment in the mobile customer experience.

On the other side of the equation, 83% of consumers said that they were looking forward to a more personalised/customised experience. For both of these to come together smoothly and seamlessly, organisations will have to continue (and for others begin) increasing integration of physical and digital channels for delivery of improved customer experience. 

When consumers were asked if they thought their usage of digital channels would increase In the next year, 35% felt they would be increasing their use of web self-service and 27% felt they would be increasing their use of mobile apps. These numbers are up overall from previous years and so it seems clear that the web and mobile experience are growing. So as we sit on the cusp of the introduction of AI and chat bot technology, we must ask how the integration of this new tech will impact both organisations and consumers' web and mobile experiences now and into the future.

What organisations are telling us:

  • 72% said customer journey mapping and thought leadership is vital to optimising the customer experience 
  • for 71% CX design traction is all set to witness a rise
  • competition for CX talent will grow, according to 68% 
  • 65% felt that the competition was already investing in CX
  • the same percentage (65%) pointed to an increase in the Internet of Things or IoT, and according to 63% of them the role of emotions in customer experience would become clearer
  • 48% felt organisations should build mobile-only or mobile-first technology (apps) for the customer experience.

Data collection is the sticky point. Apps collect data about consumer preferences for bettering the overall customer experience. But while some of those who participated in the survey felt it was an invasion of their privacy, some were able to see the importance of this.

The solution, it is felt, involves a middle path - let consumers choose if they want to share their data. If a better customer experience is delivered to those who permit their data to be used, then it is only a matter of time before the rest see the merits and get on the bandwagon.

Brad Arsenault

Written by Brad Arsenault

Brad is the Head of Marketing at Fifth Quadrant. For over 16 years he's worked across digital marketing and content production. He actively publishes content on LinkedIn and Medium.

Topics: personalisation CX investment priorities CX Articles & Insights

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