As digital transformation (DX) is rapidly progressing around the world due to the novel coronavirus pandemic, the need for digital transformation (DX) has become widespread in Japan, and organizational reforms such as environmental settings have begun.
In the age of With Corona, it is important to develop guidelines for how to provide highly satisfying services in response to a digitalized society and changes in customer psychology.
In this article, we will analyze and explain the points that will lead to a change to a high-level “value journey type” and “OMO type” model, such as customer service and communication in a world called after-digital.
What kind of response is required for With Corona?
Now that telework and remote work have become the norm due to the rapid advancement of digitalization, it is imperative that customer services follow this trend in B to B as well. If customers who are accustomed to digital services are handled using the same conventional system, it may lead to a drop in satisfaction.
For example, in the case of companies where paper materials, contracts, documents, etc. are mainstream and digitization has not yet progressed, it is necessary to fill out information after ordering, return documents, etc. It is also possible that it makes you feel.
As shown in the diagram above, in the world of With Corona, there has been a huge increase in services that can be obtained from home in search of a place that is not crowded, but at the same time there is a complex customer psychology in which the desire for a “real” space is also increasing. are.
Provide specific guidelines for how to connect with new customers, such as how to respond to customers whose digitalization has become pervasive, and how to balance “digital” and “real spaces,” which can be called avoiding close contact. The key is to formulate it.
Staying close to customers through a “value journey” approach
Source:
Learning from After Digital What is DX in the with Corona era?
What actions will be needed in the future to strengthen connections with customers in the after-digital world?
It is said that traditional sales approaches (value chain type) will no longer work for customers who have become accustomed to the digital environment. The value journey model is expected to become mainstream in the future. In other words, it is a sales style that provides an experience.
Understanding living conditions, which was difficult before with digital technology, can now be accurately interpreted using data, making it possible to approach customers more closely.
It is important not only to understand what kind of problems each customer has and what products and services can solve those problems, but also to continuously provide high-quality “experiences” at the same time. is.
We should aim to provide a service that seamlessly strengthens both “digital” and “real space,” which avoids the Three Cs, through OMO (Online Merges with Offline) marketing measures that merge online and offline.
Is targeting the key? Focus on communication
Source:
Learning from After Digital What is DX in the with Corona era?
Situational targeting is effective in providing customers with a better experience.
We will proceed with efforts to place touch points at each location using a method called “attribute targeting.” To put it simply, first filter your customers, understand the situation, and then take action. The key is to use data to focus on the current state of customers and target them.
In addition, in order to realize OMO that combines online and offline, it is important to accurately analyze which type of communication a company’s customers strongly desire and when in terms of services in digital and real spaces. It is.
In order to provide a high-level customer experience, we will review the system that integrates online and offline data that had been set up separately, prepare access plans tailored to each situation, and optimize communication methods. It will be necessary to leave it there.
summary
In the after-digital world, a value journey approach that is closely tailored to the customer’s circumstances is effective. The key is to pay close attention to the flow from touchpoints to taking action, to avoid giving customers a negative impression due to inappropriate timing or measures.
Let’s aim for an OMO-type service that comprehensively responds to customers who exist in both digital and real spaces, without distinguishing between them.
Reference source:
Learning from After Digital What is DX in the With Corona era?