Being digital presupposes business in a amphitheatre of action in which customers with their roles, environments and constantly changing human imaginations play their part. The limits of imagination may get revisited with every transaction, and most definitely allow your customers to indulge in self-satisfied celebration many times more than ever.
Here are some of my views on what are those perspectives and effects businesses should be aware when serving customers being digital.
Being digital also escalates the need to understand silent and situational conversations that are always happening with your customers. Reality is that as a business you are trying to quieten a ‘busy mind’ and service a ‘bag of emotions’ all the time. So, being digital needs to read from both expressions and non-expressions, place where praise and acclaim are due, and then combine to make a sense of how these expressions should shape targeted messaging.
The Memory Effect!
We all know some type of rechargeable batteries have what they called a “memory effect.” If fully charged and then run down, they will charge themselves up to the same level they enjoyed (also called “voltage depression”) at their previous peak. If recharged when half emptied, they will only return to that half way they were.
Businesses being digital must be aware this effect for their customers too, that they mostly suffer from a similar tendency or call it ‘memory effect’. Any business is only as good as their customer’s last joyous shopping journey and transaction! If customers have done well, expect them to do just as well in the future. If they have recently done badly, then anticipate further failure.
Relationships and Epidemics!
A harmonious relationship is always a constant source of happiness and love – read …. some degree of loyalty for a business. But those relationships also bring many challenges to deal with new found freedom (pervasive with multiple touchpoints and channels) and the transformative shift in customers where they take things for granted, and begin to imagine far fetched possibilities driven by subtle confidence in a brand. When attended well, customers likely reward with empowering words via Word of Mouth Advertising (WOMA) and Social Media. If not addressed soon enough, they can cause epidemics that can shape behaviors of respective communities adversely long enough!
Idea of being digital
Finally, remind yourself of why you liked the idea of being digital in the first place. Guage the depth, meaning and profundity you wanted it to have on your customers and business. Allow your business a real chance for being digital which seem to allow limitless versatility. Soon, you’ll either see a viable way to go forward or a credible way to contain damage without a sense of wasting money.
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