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Leveraging IoT Technologies to Understand Customers
Service-oriented enterprises and organizations have been slow to adopt Internet of Things technologies. Here is why they should take a closer look.
Analyze IoT data to determine customer emotions.
For example, customers using a wearable device at a theme park could be surveyed about their experiences based on their different physical reactions to the rides they went on, as well as at key purchase points, such as places in the park at which they stopped for food and stores in which they purchased souvenirs. The theme park's customer-service team could break down how visitors are seeing, thinking and feeling about each stop, and begin empathy mapping based on common responses. Rather than responding to emotions, empathy mapping can be used to proactively evoke the right emotion in certain areas of customer service. This leads to more meaningful connections.
Combine data collected by IoT devices with triggered survey responses to build up a more holistic view of the customer.
IoT devices will increasingly augment customer feedback processes, improving customer understanding and providing an extraordinary level of insight that was unimaginable a few years ago. As more and more of these devices deliver huge volumes of data from the edge of the internet, there will be significant technological challenges to overcome. While there are likely to be hiccups along the way, it is difficult not to be entranced by the possibilities presented by the IoT for improving customer experiences.
Terry Lawlor is the executive VP of product management at Confirmit, a provider of voice-of-the-customer, voice-of-the-employee and market-research solutions. He manages all aspects of product management, including strategy development, product definition, and product representation in client and marketing activities. Lawlor has worked with many global enterprises to solve complex business issues with innovative software solutions. He is a graduate of Durham University, in the United Kingdom, and a keen sports fan.
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