Customer Experience with the Internet of Things

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Customer Engagement
Marketing
As companies continue to gain deeper proficiency using the Internet of Things for a range of applications (to monitor a patient's vital signs in a hospital, for enhanced connectivity between automobiles, drivers, and automakers, etc.), decision-makers will need to pay careful attention to how IoT influences the customer experience. Because as Fusion92 Founder and CEO Matt Murphy recently shared with me, "if there's not a benefit to consumers, you're probably not going to be successful."

As companies continue to gain deeper proficiency using the Internet of Things for a range of applications (to monitor a patient's vital signs in a hospital, for enhanced connectivity between automobiles, drivers, and automakers, etc.), decision-makers will need to pay careful attention to how IoT influences the customer experience. Because as Fusion92 Founder and CEO Matt Murphy recently shared with me, "if there's not a benefit to consumers, you're probably not going to be successful."Customers themselves are more connected than ever. According to Altimeter Group, each person is expected to own 20 or more connected devices by 2020. While this offers fantastic opportunities to connect with customers, marketers and other organizational leaders will need to be careful about respecting customer privacy and understanding when and under what circumstances it's appropriate to send messaging.

For instance, a Q2 2014 study conducted by Forrester Research reveals that customers are selective about the apps they allow to provide push notifications: roughly six in ten only accept push notifications from a select number of apps while 17 percent don't accept them from any app at all.

A good starting point for understanding what customers are comfortable with regarding their experiences with the Internet of Things is by asking them what their preferences are and by analyzing their behavior. Marketers should strive to gather as much detail as they can about a customer's inclinations and concerns and then be sure to meet each customer's requests in order not upset or alienate them.

Meanwhile, analyzing customer behaviors in terms of push notification open rates and other ways in which they respond to IoT connectivity can further enable organizational leaders to understand customer attitudes and preferences. This includes the types of information a customer is willing to share about themselves as well as when they're most likely to be responsive and the type of content they find engaging.

EXPERT OPINION
EXPERT OPINION