Mobility is the driver of business change

Original author: Kevin Benedict, Head of Social, Mobile, and Cloud Analysis (SMAC) at Cognizant
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imageRecently, I’ve been thinking a lot about the means of data transfer, with the help of which you receive or transmit something, as the useful advantages of mobile devices. Mobile devices - a means of transmitting voice communication. Mobile devices - a channel of social networks. Mobile devices - a means of transmitting e-mail, news, data arrays, photos and videos, and now also a means of storing electronic money and a payment tool. A fairly large part of our lives is already somehow connected with mobile devices.
Over the past couple of weeks, I spent time with dozens of companies interested in the impact of mobility and social trends on their business, because in many cases the impact is enormous.

Let's talk a bit about retail financial services. The author of the book “Bank 3.0” Brett King declares that today the brands of retail financial organizations are a combination of skills acquired in the course of multi-channel interaction with the consumer in the social media space. The term “multichannel interaction” means communication with a bank or other financial company in various ways, including the Internet, call centers, mobile phones, ATMs, physical offices, etc. And increasingly, these interactions are carried out through mobile devices.

King uses the phrase “set of skills” to describe how a financial institution interacts with potential and current customers. Currently, these events are often discussed on the Internet - in blogs and social networks. As a result, it is imperative that companies invest time and money in providing the best feedback from their customers.

Social networks are a kind of accelerator of good or bad news. The rules of public relations have changed. Increasingly, people are resorting to the recommendations of social networks, and not to the advice of the manufacturer of the product or service provider. They trust their "friends" more than the manufacturers of the product they are interested in.

Companies need to work on their business and invest in their business in order to communicate with their customers through the channels they use. If customers refuse to visit physical offices and prefer to interact with the company through a mobile application, then companies need this mobile application to be as convenient as possible. Companies that ignore their customers' preferred feedback methods are on the verge of problems. If you work for one of these companies, correct the situation or quit.

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