ON DIGITAL-First Fridays: It Only Takes a Finger

My niece recently went up to my TV and said the “swipe” wasn’t working. When I read her a children’s book, she asked, “What’s a radio?” She’s five, which means touchscreen devices have been around longer than she’s been alive.

New college graduates have been completely raised in the Internet Era. In ten years, college graduates will have been raised on “one finger”.

Digital engagement isn’t optional, it’s required. And it has to go beyond easy, and be intuitive. When a five year old goes up to a TV to swipe it, that’s intuitive.

Consumers have grown accustomed to sending messages, downloading music, opening a bank account, and even purchasing a house—all with just one finger.

In the digital world, they have infinite choices at their fingertips. Customers can browse, compare, research, and purchase without setting foot into a physical location—at any time, from anywhere. The digital world is always on.

Decisions are made quickly, but they are informed. Gratification is immediate.

This means that you have mere seconds to captivate a customer. And you have to demonstrate that you “know” them in those few seconds. So that first impression (which can be your only and your last) is more important than ever.

Customers are growing increasingly savvy and fickle, and their loyalty must be earned. Every unnecessary click or irrelevant message aggravates, pushing your customer into the welcoming arms of your competitor.

The Digital Leaders know this. That’s why they’re already innovating and creating wildly compelling omni-channel experiences. But this requires digitalized customer journeys and consolidated information. This starts behind the firewall and extends outside the enterprise across the supply network. Only then will you be able to predict what content will positively influence your customers, respond in real time, and deliver highly curated and satisfying experiences.

Remember, your customers have the world in the palm of their hand. If you don’t impress, it only takes a finger… to unlike, unsubscribe, post a bad review, or buy now—from your competitor.

In the next post in this series I’ll look at how seamless, consistent, personal, and engaging experiences are they key to winning and keeping customers.

For more thoughts ON DIGITAL, download the book.

Mark Barrenechea

Mark J. Barrenechea is OpenText's Chief Executive Officer and Chief Technology Officer. A prominent thought leader, he has extensive experience in information technology and his vision is to enable the digital world to help transform organizations.

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