Success depends on three things: information, convenience, and exclusivity.

Disclaimer: The views expressed in this article are those of the author and do not necessarily reflect the views of the Economic Times – ET Edge Insights, its management, or its members

Business,,Technology,,Internet,And,Network,Concept.,Young,Businessman,Working,On

Success depends on three things: information, convenience, and exclusivity.

The next generation will deliver ‘digital futures’: Gen Z is driving up demand for instant service. Why? As digital natives, India’s Gen Z don’t wait for action. Growing up with strong technology foundations, Gen Z is used to self-service and real-time visibility of the products and services they consume. Many organisations are grappling to meet this demand; battling siloed, outdated processes and systems, that add internal complexity and create barriers to personalised service.  

New times, new models 

You can’t use outdated systems and old-models to solve modern challenges. The pandemic is one of the biggest workflow challenges of our lifetime. Navigating the vaccine rollout – to convert vaccines into vaccinations – has been a catalyst for everyone to create better, smarter and faster ways to serve people.   

One major benefit of digital services is the ability to access information and offer products and services beyond traditional limitations of geography and space.  

Connected customer service relies on digital operating models – that depend on information, convenience, and exclusivity – where each engine room of the organisation fires on all cylinders.  

1. Let’s start with information:

For example, many digital native businesses are using consumer insights to serve personal, differentiated experiences and this is driving revenue growth. For organisations without strong digital foundations, it’s impossible to apply observability across the business and serve consumers, where they are, at every touch point. 

2. Next, emphasise convenience:

From self-serve, personalised experiences, suggested viewing based on past behaviours, and more. Consumers are prioritising convenience more than ever and future generations, expect it.  

3. Lastly, build loyalty:

Through online membership/loyalty groups, retailers offer their best customers first access to new or limited-edition merchandise. Streaming services like Disney+ already allow subscribers to see films the same day they are released in theaters. In some cases, services have allowed subscribers to see movies before they debut to the general public. 

Digital futures

In a complex, constantly changing world, we all need to streamline operations, manage distributed workforces, and create new business models that deliver delightful, intuitive experiences at mass scale. Our customers and employees expect, and deserve, no less. 

This article is authored by Arun Balasubramanian, MD, India & SAARC, ServiceNow

 

Disclaimer: The views expressed in this article are those of the author and do not necessarily reflect the views of the Economic Times – ET Edge Insights, its management, or its members

Leave a Comment

Your email address will not be published. Required fields are marked *