The use of Cloud Technology these days is increasingly becoming a reality and is no more myth. This has led to companies/organization using it to play a dual role in driving customer centricity effectively. In other words, the use of cloud has enabled brands to acquire a closer connection with their clientele.
Now, since we are living in a ‘Digital’ world, customers and business organizations are also increasingly preferring to connect using the cloud, which also means that their expectations from suppliers also rises. More importantly, the use of this technology has led to consumers expecting companies to engage with them frequently to understand all their needs. Here is then presenting a few good ways in which Cloud Technology can be used to drive effective customer-centricity. They are as follows:
- Effect of Cloud Technology on Consumer Centricity:
The availability of Cloud Technology has provided business organizations with the golden opportunity to properly engage with their consumers daily. This only means that the savviest companies are bound to use this digital platform to move away from transactional conversations to a more authentic continuous conversation which directly engages with the consumer.
For example, Yoplait Sara to connect with the audience developed ‘Yoplait Sara’ as the face of its brand on social media. With Sara essentially being a fictitious character modelled on a real-life person who chronicles her life on the social media pages of the brand with stories and pictures of her family in Minnesota.
In turn, this use of Sara has a brand symbol has helped Yoplait dramatically increase engagements with the consumer. The company experienced a quadrupling in Facebook likes that too just within a year and hit the 100,000 by the end of the second year. In other words, the brand used cloud-based technology to drive up ‘Organic Growth’ by becoming more relevant and authentically engaging.
- Impact of Personalized Offers which cannot be refused by the consumer undertaken via Cloud Technology:
In today’s digital age the consumer faces an endless barrage of product offers, and therefore the challenge for manufacturers and retailers is stand out amidst the crowd and noise. It is obvious then, that those companies/brands who intend to do successful business are most likely to use cloud technology to deliver offers that are very relevant to the consumers.
Now, Cloud is a form of the technology enables the understanding of ‘Situational Awareness’ i.e. the context of consumer’s situation which includes factors such as geographic location attitudes etc. Additionally, Cloud-based technology when used well can help companies/brands make offers that are more direct and are immediately applicable to the individual consumer needs.
For example, by making use of geolocation services, companies can target consumers as and when they are either near a store location or even when present in a specific location within a store. The availability of advanced pattern analysis means, that companies/brands can understand when the consumer is deviating from typical shopping behaviour. The Safeway’s Just 4U program is representative of one such effort of traditional retailers to effectively use cloud technology to increase the relevance of offers in the eyes of the consumer. This top grocery brand, which operates more than 1,600 stores in the US and Canada offers personalized digital deals to consumers based on their past buying behaviour. Which means that a customer with a high propensity to buy an item at a reduced price may well be offered a coupon to purchase at a reduced price, while another consumer unlikely to buy a particular product be asked to pay full price. It is then clearly evident that the emergency of cloud technology has certainly made personalized individual offers, promotions, and pricing a possibility than a mere probability.
- Cloud Technology, its use, and its impact on advanced customer insights:
These days with the world increasingly becoming ‘DIGITAL’ people are quick to share information and opinions virally via the use of social networks. However, what’s new is the connectivity and expansive reach of the consumer in the form of the enormous data sharing, as well as the analysis of that data undertaken by companies that allow them to generate valuable insights on the consumer on which they can immediately act upon. For example, 27,000 new Tumbler posts, about 100,000 tweets, and 684,000 Facebook content are publically available for companies to analyze and be acted on. More importantly, all this large data available in the cloud environment extracted from social media provides with a unique opportunity to gain invaluable insights on consumer behaviour like never before.
It has been found that more and more consumer goods company leaders have started bringing together disparate ‘big data’ sources to develop advanced consumer behaviour insights. For example, Amadori Group one of Italy’s most innovative CPG manufacturers have created a ‘Cloud-Based’ multi-faceted social technology, just to boost sales among young shoppers. They did it by initiating a new web development platform in the form of a set of highly interactive websites, which were then integrated into Facebook and YouTube. They then used online contest entries and other site inputs to build a reach database of consumer profiles. This was in turn then made used to create a marketing campaign. In other words, Amadori went beyond just data gathering and used sophisticated predictive analysis to track and visualize what is being said about the brand and its products on online platforms such as networking sites, blogs, and forums in real-time. Having gathered quite a few important insights on consumer behaviour, Amadori has continued its pursuit of expanded consumer base by fine-tuning its marketing efforts.
Such is the demand for this technology that several companies have begun showing interest in piloting and adopting cloud-based analytical tools that would not require any managing, integration, and maintenance. The truth of the matter then is that, in the hi-tech world that we inhabit today, Cloud technology is increasingly becoming the best solution and need of the hour to drive customer centricity in the future.