EXE CU TIVE E D G E
digital encompasses both external expanTHE DIGITAL CUSTOMER
Technological advances have created sion that is customer-centric and internal
the digital customer – one who is empow- optimization that improves efficiency withered by technology, distracted with technol- in the organization. Linking the two is imogy and social through technology. As we portant for a seamless, effective operating
move forward, communication with custom- model.
ers will be continual and bidirectional, capturing customers’ sentiments and built upon THE FOUR QUADRANTS OF DIGITAL
self-service as well as co-creation of prodAt the highest level, the impact of digital
ucts and services. Supported by an efficient can be segregated into four quadrants, deoperating model, digitally enhanced tech- fined by interaction vectors (unidirectional
nology effectively enables value creation for or bidirectional) and the strategic input vecthe business.
tors (outside-in or inside-out). Bidirectional
At the highest level, a company would interaction refers to a duplex interaction
have to engage its audiences more frequently, more personally and
across multiple channels. Digital engagement should mimic the
personalization of faceto-face interactions, offering a collaborative
environment in which
customers can participate in idea generation
and product development, and the organization is better able to
understand and predict
customers’ wants and
needs.
But keep in mind,
Figure 1: The four quadrants of digital.
a more holistic view of
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