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Terms Every Digital CX Professional Must Know in 2016: Part 2 – Digital Disruption

Posted by Lauren Kindzierski Unified Engagement, Digital Transformation, Click to Text, Channel Pivoting, and First Touch Resolution, In our March 31 blog, we shared all of these terms and why they are essential components of today’s optimized digital CX. With our Part Two of our Terms Every Digital CX Professional Must Know series, we share the Digital Disruption-related terminology that will guide optimized experience. Image removed.

  1. Internet of Things—Digital Disruption and emerging innovative technologies are forcing businesses to rethink their business models and go to market strategies. The Internet of Things is one such form of digital disruption that is game changing to businesses across the globe. The Internet of Things is where physical objects or "things" are becoming wirelessly connected and embedded with electronics, software, and sensors that allow these objects to collect and exchange data. The connectivity then allows these physical objects to be controlled remotely via smartphone apps. For example, think about your household, pretty soon all of your appliances will have LCD panels embedded in them. This will allow customer service to tap into the physical object to diagnose problems, assist consumers via video, and provide a better personalized experience.
  2. Augmented Reality—Augmented Reality is another form of digital disruption that can be a game changer for customer service. Augmented Reality is a live direct or indirect view of a physical, real-world environment whose elements are augmented (or supplemented) by computer-generated sensory input such as sound, video, graphics or GPS data. This technology can be a strategic differentiator for companies needing help evolving its tech-support. With the help of augmented reality, you can aim your smartphone at the product, and then it will show a 3D version of the product, along with interactive guides, how-to videos, helpful tips or even an ability to connect with customer service via video. The best way to describe AR is a blur between virtual reality and gamification.
  3. Social Profiling—Think about all of the type of information you can get from looking at a person’s public social network profiles. One could find out everything from the individual’s age, gender, marital status, employer and role, skills, life events, vacations, favorite movies, books, places traveled and so much more. All of this data can be extremely valuable to personalizing the customer experience. Within the last year, companies have figured out how to tap into that goldmine of data (as long as the customer’s profiles are public). All it takes to implement is the customer’s first name, last name, and email address. It is called Social Profiling, and it’s being used for personalization, customer segmentation and persona strategies.
  4. iBeacons—iBeacon is a protocol standardized by Apple and introduced at the Apple Worldwide Developers Conference in 2013. You can think of iBeacon as like GPS for indoor locations. The technology enables smartphones, tablets and other devices to perform actions when in close proximity to an iBeacon. Your smartphone will pick up the iBeacon transmissions and pretty much deliver anything at all to the device from offers, coupons, ‘you are here signals’, info, etc. You could, for example, walk into an iBeacon-equipped store, and then have the store’s iPhone app recognize who you are, greet you with a personalized message that says “welcome back”. iBeacons are critical for personalizing brick and mortar customer experiences. It’s important to note that various vendors have since made iBeacon-compatible hardware transmitters - typically called beacons that broadcast their identifier to nearby portable electronic devices outside of Apple devices.
  5. Content Curation—For years businesses have used stock photos when marketing the brand. Usually these photos contained model-like, beautiful people using or eating the product or service. The product itself was always in 100% top notch condition. These advertisements where setting consumer expectations high, and only to be later let down by the non-perfection. Today, the voice of the customer has never been louder. Customers would rather see advertisements with real customers using the product or service, or read reviews from real customers to get their non-biased opinion. Content Curation is the answer. Content curation is the process of sorting through the vast amounts of user generated content on the web and presenting it in a meaningful and organized way around a specific product, service or theme. With the help of content curation, you can present photos of real customers using your products collected via social media. You can post these photos to a website, and present an “option to buy” when the photo is clicked on, which will help increase conversions.
  6. Social Conquesting—Within the past 5 to 7 years, brands have been dedicating time and resources into figuring out their social media strategies. There is one new strategy that has recently surfaced called Social Conquesting. Social Conquesting can be described as leveraging a competitor’s social audience to acquire customers. For example, customers are turning to social media to air their grievances when upset with a particular brand. When this happens, if the brand doesn’t respond to their upset customer, the competitor will. This is a strategy that is happening in all industries, and has been pretty successful. At the end of the day, customers just want the brands they do business with to listen to them when they are talking in social. The bottom line, if your brand fails to respond, then the competition will. Start monitoring 24/7 and respond!

So that’s the close of our 11 digital terms customer service professionals must know this year. Stay tuned as we continue to stay on the pulse of the terms—and tools, solutions, innovation—you need to keep ahead of the pack.

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