Digital Consumers
Computers, mobile phones, handhelds and PDAs have become the chosen medium for almost every transaction, from social networking and sharing information to shopping and entertainment. The use of digital devices has also created other social trends associated with definitive expectations from every purchase.
Digital media is redefining consumer mind-sets, patterns of purchase and decision-making. Digitally active consumers have embraced the Internet, telecom, media, and social space, changing the way consumers communicate, transact and make purchase decisions. These consumers rely on Internet research, friends and online peer reviews as opposed to ‘sponsored’ communication. This new breed of active, informed and assertive members are identified by their need for independence, uniqueness and participation.
Organizations must adapt to this new wave of consumers to stay ahead. With the emergence of digital consumers, companies have the unique opportunity to capture the imagination of customers, resulting in loyalty. By enabling self-service mechanisms, offering personalized products, services and experiences, and engaging consumers in the co-creation innovation process, enterprises redefine the rules of customer engagement. Organizations must realize the potential of this trend, broaden their outlook, and institute necessary cultural and organizational changes to become truly digital consumer-centric.
Companies can leverage structured and unstructured analytics, active enterprise-consumer interfaces, and innovative platforms to reach out to the Digital Consumer. Infosys believes Self Service, Personalization, and Co-creation lie at the core of a successful digital consumer strategy, thus ensuring tailored and personalized solutions for organizations of tomorrow.
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Infosys' Shibulal on Digital Consumers
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Reproduced with permission of livemint.com