IAB202 Lecture 5: IAB202 Lecture 5
Document Summary
Immigrants: people born into an analogue world and emigrate to the digital world, digital world was built by immigrants, tool and technologies were build by immigrants. Natives: people born into a digital world, new technologies and tools will be built by natives. Digital expectations: digital natives think differently so have different expectations. So not "more of the same" but then digital: but also, digital immigrant will be expecting exceptional digital experiences. "customers are being educated by e-commerce leaders like amazon and apple to expect an ultra-convenient experience, personalised in real time. " "attackers in many industries are differentiating themselves from incumbents through convenience and service. " Digital life: digital attention, digital signals, digital resources, digital community. Digital applications for customer experience: hear the voice of your customer: social media, keep connected to customer: mobile, know where your customers are: geolocalisation, deliver a personalised experience: customer analytics. Put the customer experience at the heart of your digital transformation.
