How to Reach the Anytime, Anywhere Customer

General Business Segment Manager, SAP Hybris Asia Pacific Japan

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Thanks to digital technology, reaching new kind of customers has become much easier nowadays. Using digital means, companies can now get vast amounts of data to understand customers’ decision making and their needs better, and predict their future purchase behavior.

The more important topic is, customers’ expectations have changed towards this. They no longer buy products or services alone, they want to have tailored experiences and excellent service. They want the experience that comes with every transaction.

Because of these changing needs and demands, businesses must be ready to apply new strategy and operation tactics, to cater the whole purchasing experience of customers. They must take their customers on a journey—from their first point of contact through quick and simplified buying and continuing throughout after-sales service until interacting again for purchase. This way, meaningful relationships are formed with customers, and they become your evangelists.

To fulfill the expectations of “anytime, anywhere customers,” it’s also important to consider the following:

1. Deliver a personalised customer experience. In today’s always-on and connected world, companies must learn to adopt data-driven models to gain insights into their customers’ needs. They must observe how potential customers are interacting on social media and any other channel. Analysing engagements across channels and their customer journey can open up companies to a wealth of insights, which, if applied correctly, can help them target products or services based on customers’ individual preferences.

2. Engage customers in real time… and at a lower cost. To be able to create better touch-points with mobile and digital consumers, companies must be ready to deliver services when customers exactly need it. This can be done through social media or digital channels, or even an offline experience which lowers the cost of entry point compared to traditional advertising media. Remember: the easiest way to map out customers’ behavior is to survey their online habits and engage them digitally.

Customers’ expectations have changed. They no longer buy products or services alone. They want the experience that comes with every transaction.

3. Digitise early to stay relevant in the competition. Mobile consumers now expect businesses to be one step ahead of them in their buying cycle. To do so, companies must leverage the power of analytics to anticipate consumers’ needs. While SMEs can be a bit reluctant to adopt digital tools early in their operations, they must look at the benefits of digitisation in the long term, which in fact, reduce inefficiencies in their processes and help them drive their ROI.

In this internet economy, the customers are in charge. So it’s important for businesses to harness the power of digital technology to engage them in every touch-point throughout the purchasing cycle.

Remember: Without a personalised interaction for customers, companies will find it harder to understand their needs and pain points better. The key to surviving in this digital age is to deliver products and services to your customers even before they need them.

Discover how SAP Hybris can get you closer to your anytime, anywhere customers by downloading this Forrester TEI study.


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