Cloud generation is different.
Stop treating customers like it is 2010.
Mass market is melting down and Generation Cloud customers seek for a buying and service experience that is more personal and fits to their moments as-they-happen. Already for years, marketeers have been saying "Content is the King". That might be true, but many people challenge this by saying "Context the new King".
Amazon and the likes have realised this and designed their capability to deliver recommendations in-the-moments. We at Comptel believe that CSPs have the greatest possibility to be the leading player in this new Reconomy (Recommendation Economy) and gain new market.
Improving customer experience is on everyone´s agenda right now and the digital buying experience (BX) is at the heart of the matter. It is the deciding factor between winners and losers. Those capable of making it Contextual. Connected and Convenient
From segments to fragments
Sales and marketing people have always been dreaming about being be able to target the segment of one. All the previous attempts have failed and proven unprofitable. It has been very hard to build a business case based on segment of one, and therefore digital and communications service providers have fallen back to mass approaches by using averaged segmentation models. Not until today have technologies come to fruition and trends like Big Data, real time analytics, machine learning, process automation, smart devices, apps and mobile clients have reached a sufficient level of maturity to make the business profitable.
B2B turns Business -to-Human
The new Cloud Generation customer behaviour applies to business buyers as well. B2B and B2C are also converging. We need to start thinking in terms of Business-to-Human. Families are becoming as complex to serve as small and medium businesses - and vice versa. Business buyers of larger enterprises are trying to avoid spending time with the sales, and they expect the same great level of buying experience that they are accustomed to in their private life. Why would they tolerate anything else?