The ubiquity of digital tools and resources in our daily lives makes it easier for businesses to build more personal relationships with their clientele, which can lead to greater customer uptake of products and services, and deeper loyalty over time.
With new and exciting tools and resources launching every quarter — from branded content placed on apps, like WhatsApp and Facebook Messenger, to digital technology that improves people’s lives, including the fitness tracker you may have on your wrist right now — the opportunities to begin conversations with your customers are practically endless.
We need look no further than the activities we participate in every day to see how technology can fuel better customer interactions.
Imagine a local health and fitness company that’s leveraging digital technology to build better relationships with its members and grow its business. Assume the company has 58 staff members offering fitness classes, cooking lessons as well as spa and health treatments at three locations across the Greater Toronto Area. Conceivably, some of these services are also offered online via an interactive website and cloud-based mobile app. Each employee carries their own mobile phone, and the floor staff also use tablets to check reports on attendance, appointment bookings, and personal fitness stats.
With 63% of Millennials and 58% of GenXers willing to share data with companies in exchange for personalized offers and discounts, our hypothetical health club encourages each employee, from the president to the receptionists, to record and post rich content to the company’s Facebook, Instagram and Snapchat profiles. What gets the most views? Videos of the resident yoga guru’s latest fitness hacks; the VP of finance’s tips for managing carpal tunnel syndrome; and a receptionist’s cooking lesson that sneaks more vegetables into her kids’ diets without them realizing it.
Meanwhile, the company also offers members-only paid content, such as downloadable webinars and workshop material, fitness and diet-tracking templates, and more. This gated content is hosted on cloud-based content management platforms and in an on-premises network that supports faster and more secure access to crucial business information on the fly.
Backing up interactivity with infrastructure
Of course, all of this interactivity requires technology that can scale to meet the needs of a growing business. So, on one hand, the brick-and-mortar staff require reliable internet connectivity that performs equally well whether they’re making VoIP calls, posting videos to social media, streaming webinars from their on-prem servers, or conducting any number of tech- and data-intensive activities on a daily basis.
On the other hand, the executive staff — including finance, marketing, operations and other teams — are concerned with strengthening the value-added services that keep additional revenue coming in the door. That means making sure staff can upload gated content to the cloud without any lag time, and that clients can easily access their account information and make purchases via the company’s eCommerce site seamlessly. Plus, the company will need the added security of a dedicated line to protect sensitive corporate and customer information from cyber security threats.
Customer-centric businesses need scalable tech solutions to thrive
While your business may differ in size, structure or function from our hypothetical company, one factor remains true across the board: businesses need to transform the way they cater to their target audiences. Forward-thinking companies are working hard to provide richer, more interactive and engaging experiences that drive consumer buy-in and loyalty. However, it takes the right infrastructure to support this kind of transformation and the growth it drives.