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In a world that adapts to advances in technology, this year's betting on innovation should be geared toward customizing products and services according to the needs and realities of users.
Imagine entering a clothing store where there is no standard size. You choose the model that interests you, as well as the seller, instead of trying to adjust your body to the garment, you wear it with a suit equipped with sensors that take measurements in real time so that the pants, jacket or the shirt you want fits perfectly to your body.
Change the scenario and keep the same principle. A hospital in which, instead of standardizing pacemaker placement procedures, digital images of the heart allow for case-by-case examination and determination of the ideal location for electrode location.
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The underlying idea, in both cases, is the personalization of experience and services at a higher level, one of the trends that will set the tone this year for the search for new consumption strategies in a scenario in which which constant changes in the digital require new bets.
This is what the badysis of the study showed Technology Vision 2019, created by the global strategy and technology consulting firm Accenture, which sees companies entering a "post-digital" era in which those with the ability to implement technologies that deliver customized experiences to their customers and customers will be triumphant their users.
"A post-digital world does not mean that digital is over, but we are asking a new question: as all organizations develop their digital skills, what will differentiate you? digital is not enough (…) businesses need to use new technologies to innovate in their business models and personalize their customers' experiences, "said Paul Daugherty, director of technology and innovation at Accenture.
The challenge is to discover how to shape the world around people and to choose the right time to offer their products and services. Cross the amount of information that exists and try to understand the trend in which you have to put the magnifying glbad.
Michael Biltz, director of the research and development group of the study Technological vision from Accenture, explains that in addition to customization, there is a trend towards the generation of products on demand. In some General Motors factories, for example, production line employees no longer use toolboxes but printers who improvise the tools they need to do the work they do. The result is clear: generating products on demand when they are needed.
The merger of the two tendencies is what will change the functioning of the markets. "If we combine a personalized experience with the generation of products on demand, we start to see a trend that can completely change the sector.Personalization aims to understand the consumer at a different level and if we harmonize them, we also start to talk about the agility of the company to adapt and generate the product that the consumer asks for.We then talked about a true agile company that meets a need and a desire of the consumer with a personalized experience " says Biltz.
This is to a large extent to create temporary markets. Realize an opportunity generated at a given moment and turn it into a need and not just a trend. Examples already exist in this way. This is the case of a platform for freelancers with a database of more than 12 million people that offers the user the ability to find and contact in real time a person with specific skills and specifications for a job. In the end, it's a first step to start changing the way people work.
For Biltz, however, it is clear that businesses need to understand the real impact that such technologies and personalized services can have on the company itself. "In many cases, you can determine how people live, it gives a lot of power, an opportunity to influence, but of course a lot of responsibility." From business opportunity issues to the realization that we are changing the way people live their lives from day to day, and the impact of this long-term trend is no less. "
This responsibility goes hand in hand with another of the trends identified in the Accenture study, entitled "Getting to know me better". In general terms, the concept refers to how people can be understood, their behaviors, goals, likes, dislikes and choices through their technological identity. For example, a major US insurance company recently changed its marketing strategy and began replacing traditional life insurance with interactive life insurance based on the technological identity of consumers and providing incentives to customers badociated with their customers. behaviors In other words, if the recipient uses, for example, gadgets In the area of health, the company offers incentives and policy improvements to encourage the customer to take more precautions. It's basically a win-win.
Expectations, in general, are intended to alter traditional interactions and business relationships with their customers and users. A relationship that relies mainly on trust in the use of data. "The complexity of this exchange of trust will lead us to a much more positive scenario in which better services will be created – it's not immediate, it's something that needs to be built over time," said Michael Biltz. .
* Article possible by invitation from Accenture.
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