• Melanie Foster

Want to achieve a sustainable competitive advantage?

If you want to achieve a sustainable competitive advantage in the years ahead, then connected strategies will become a fundamental part of your business.

Revolutionary business models continue to raise the bar for customer experience, and not only in the form of new products and services. Value is maximised when corrosive forces of limited information, limited trust, and transactional friction are overcome, fostering a connected relationship. Companies need to listen carefully to what customers want and make the buying process easy.

By responding to customers with every step and identifying them at every touchpoint, you can offer more valuable and relevant customer experiences.

Thanks to new technologies that enable frequent, low friction, customised digital interactions, companies today address customers’ needs when they arise—and sometimes even earlier. What is innovative here is not the technologies these strategies incorporate but how companies deploy those technologies to develop continuous relationships with customers. There must be a framework within which companies determine how they should interact with customers, with whom they should interact, and how these interactions should vary across channels

A connected strategy revenue model identifies ecosystem players, understands their conflicting objectives, and leverages technology to maximise value.

To create a connected customer experience, you need to tap into buyers’ expectations. In an automatic execution strategy, customers authorise a company to take care of something, and from that point on, the company handles everything. If implemented effectively, it will drive customer satisfaction to new heights.

73% of customers say that one company’s exceptional experiences had raised their expectations with other companies.

The more data a company has, the better it can customise its offerings. Many companies are taking steps to develop their future strategies by investing substantially in data gathering and analytics. A sustainable revenue model requires organisations to show how their data creates some benefit for their customers. If we understand our customers better, can we use networked data to provide a relevant customer experience that today’s reality demands

Our mature clients use customer data to fulfil their needs reasonably and without compromising their privacy. They use the data and knowledge collected to personalise and link customer experience.

The new customer journey allows a company to match better an individual customer’s needs with its existing products and services. Integrating a single customer view across all channels and customer touchpoints is crucial.

Today’s customers are demanding and expect companies to know the next step in the customer journey before they do. Only through networked customer data can we better understand touchpoints that make up the customer journey. Companies must consistently have great experiences at multiple touchpoints, from the web to mobile to social media and even in the physical world.

A connected customer experience includes meaningful engagement at every point of the customer journey.

Show customers that you will safeguard the privacy and security of personal information and that you will only recommend products and services in good faith. Direct customers to channels to get the most efficient support. Use technology to proactively remind customers of their needs and encourage them to take steps to achieve their goals.

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