Remember
the scenario of 1990s office environment:
- We had our family photos pined on the board,
- Our contacts were written by our hands and arranged in alphabetical order for easy retrieval,
- For calling anyone we used to have one black dialing phone at the end of the hall
- Most of the time outside dialing was allowed to only select few privileged seniors,
- We used yellow post-it stickers to put our thoughts on the bulletin board,
- Any software delivery to customer was copied on the 8 inch floppy disk and shipped across continents to be hand delivered.
Now
fast forward to 2016 – we have Twitter and blogs to post our thoughts, Pinterest
and Instagram to post our photos, no more wait for calling anyone, Facebook to talk to friends, smartphone to
store our contacts, we can do not only audio but video calls via Skype or Face Time and software deliveries are instant via email.
Today
we live in the world of instant gratification and digital transformation is
making it happen.
Our
smartphones have become more important than our spouses. We can’t live without
them. They can do the jobs of alarm clock, camera, radio, torch, music systems,
maps, books, news channels, credit cards, language translators & play games.
We can do anything and everything from anywhere at any time. They are no more
just a communication device, but has become our life’s remote control.
Here
are some examples of Instant gratification – here and now!!
UberRUSH
– Delivery service by Uber with ability to directly talk to/ chat with couriers
to track the package in real time instead of notification or sms alerts.
Click
and collect your merchandise, multi-channel easy returns, free WiFi access while
shopping, the ability to check stock online, update customer via beacon
technology… these all can enhance the high street experience, bringing it more real
time to customers.
An experiment
of customer experience started at LaGuardia Airport, where food and Beverage
Company OTG had set up 300 tablet kiosks located in the terminal. As a
traveler, you can use the tablet to check flight status, order food, play games
or shop at airport stores. When you order food or purchase products, they can
be delivered to you at your gate. While improving the travel experience, this
is also creating more revenue for the restaurants and shops. This new approach
has become so successful that it is being rolled out at other airports. This is instant happiness to customers.
Digital
transformation is helping to reduce customer information gaps, wait times and frustrations.
"We
will revert immediately" is not fast enough. Customer wants the service NOW!!
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