Digital integration will serve as key differentiator across industries. This is critical, according to John Discala, an expert in travel and tech.
As millennial slowly begin to form a larger part of the consumer market, seamlessly delivering services and products that match their desire for connection and convenience will determine which business wins the largest share of that market. Having been groomed on social media, while binging on gaming console and utility apps all through their formative years, deploying digital assets will help bring the market closer to a familiar experience.
Using the travel industry as an example, Discala projects that firms will need to add fresh capabilities, upgrade apps and websites, with the aim of helping users and customers access products and services easily. He adds that, “implementing tech into everyday tasks with less reliance on people is a trend in many industries…”.
Citing Google which is always innovating to enrich users’ experience whether in how they search for hotels, or how they move around, the tech expert notes that providing virtual assistance is highly invaluable for the 21st century consumers.
Of course how well the virtual capabilities are deployed will determine if the consumers choose to make a return or seek alternative experience elsewhere.
To thrive in a world of apps, platforms, and increasing demand for privacy, companies have to up their game. This is why Jennifer Lund of Superoffice, a strategy portal, advises businesses to embrace technology to keep up with the “always-connected” consumers.
She explained, “Today, customers expect relevant content in relation to what they’re doing anytime, anywhere and in the format and on the device of their choosing. It’s their journey that dictates your strategy”.
It is high time businesses woke up to their role of proactively prospecting for changes in consumer behaviour. Due to the pace of tech innovation, most firms are not nimble enough to make quick adjustment. This is a sort of opportunity for small businesses which can make fast decisions.
Today’s consumers want what they want at anytime. Adopting mobile device, apps, bot, and automation is likely going to help businesses adapt to the lifestyles of the ‘always-on’ consumer market.