Credits and full article:https://gtnr.it/2MRRCoA
After COVID19, there are five underlying drivers for customers and organizations that have led to these changes.
Customer drivers include:
- Health consciousness: Customers have become more conscious about their health and safety, leading to changes in their consumption behavior in both their personal life and their work. One obvious change is the increasing popularity of contactless commerce, which enables end-to-end contactless self-service.
- Effective engagement: Customers want to have more effective communications with products and service providers (where in-person meetings may not be possible) — enabling productive and efficient buying processes and decisions. This has led to the emergence of live commerce, where live video streaming is used to demonstrate products and interact with customers in real time. It has also led to a resurgence of visual configuration and B2B consumerization — supporting more effective selling over digital channels.
- Anytime, anywhere gratification: Customers want to enjoy life’s experiences even when they cannot visit a destination in person. They want to have similar experiences from the comfort of their homes. This desire has driven the emergence of experience commerce, where there is a convergence of the physical and digital worlds to deliver a specified experience. Such experiences may be used for education, hospitality, tourism or entertainment and can take place at the customer’s chosen location.
Organizational drivers include:
- Growth and resilience: Organizations want to grow digital revenue and be more resistant to future disruptions with some customer lock-in effect. Lights-off commerce allows organizations or consumers to automate purchases using subscription and autoreplenishment. Organizations can also move into enterprise marketplaces and generate revenue by facilitating transactions among third-party sellers.
- Flexibility and agility: Organizations need to have unified commerce to sell to, fulfill from, deliver to and serve across all channels. This increases business agility and resilience. They also need a more modular architecture that allows them the flexibility to incorporate new customer experiences and technical capabilities. They also need configurable business experience to enable efficient commerce operations.
Application leaders should stay informed as to the details of these happenings and upcoming changes. They should adjust investment plans and technology platforms to keep their digital commerce offerings competitive in the coming years.
