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Digital Engagement Blog

Engaging Customers in Digital Context:  Wickedly Hard

Digital Context 2.0 by Dave Norton.  Digital Engagement GeniusEnterprises have been using our solutions to engage customers for over 12 years. Today our IVR platform supports over 1.5 billion calls a year. This vantage point has allowed us to observe how customer expectations and behaviors are changing across a wide set of industries.

One critical thing we see first hand is that consumers are radically shifting their expectations and behaviors. The shift started with mobility and now it’s picking up steam.

Others are talking about this as well:

Forrester calls this the mobile mind shift

“The mobile mind shift is the expectation that I can get what I want in my immediate context and moments of need.” Forrester has gone on to expand their definition beyond mobile to include all digital interactions.

Google discusses the shift in terms of micro-moments

“Mobile has forever changed what we expect of brands. It's fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each is a critical opportunity for brands to shape our decisions and preferences.”

Dave Norton, Founder of Stone Mantel calls it Digital Context 2.0

Dave extends beyond mobility calling Digital Context a personal ecosystem of connected devices. By the way, Dave’s book, Digital Context 2.0, is a must read (We are big fans).

Gartner talks about the Digital Mesh

The digital mesh is a human-centered theme that refers to the collection of devices (including things), information, apps, services, businesses and other people that exist around the individual. As the mesh evolves, all devices, compute and information resources, businesses, and individuals will be interconnected. The interconnections are dynamic and flexible, changing throughout the day.”

The shift is real and it’s coming fast. In some industries it’s already in full bloom.

A great example of micro-moment is Google’s didn’t-plan-for-this-moment video below.

Lets look at what is happening to Ben in the video. Ready to start a new job, he has an unexpected problem. To solve this problem he:

  • Operates in short micro-moments intervals between other tasks
  • Moves across multiple devices and channels
  • Expects easy, quick resolution to the problem

How do you engage customers like Ben? Could you support Ben’s need today? How do build and maintain a relationship with a customer who living in a digital context? How do you provide a specific and strategic branded experience when you only have a micro-moment?

This is wicked hard.

(But we can actually help you do this today).

The systems, processes and tools that your business uses today, may have limited utility in the Digital Context. The old dog may no longer hunt.

We think it’s really important to understand the shift into the digital context is more than the technology. We see three components that you must address to engage digital consumers:

  • The Technology component – a digital mesh made up of a person’s own ecosystem of mobile, devices, IoT and data
  • The Human Expectation component – quick, easy, effortless, great experience, in control
  • The Human Behavior component – interrupted, impatient, multi-tasking, do easiest task first

We’ve built a digital engagement solution specifically for customers in the digital context that addresses these three components. It’s wicked cool.

As we work to help enterprises build digital relationships, we’ll share our insights on this blog. Subscribe and gain some wicked insight.

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Topics: Industry Insights Digital Context