Post By Janet Arvia
To paraphrase Thomas Edison, "Innovation is one percent inspiration, ninety nine percent perspiration" --at least when it comes to digital transformation. That’s because it takes a lot of hardworking resources including analytic and software expertise to remain relevant in today’s technologically accessible landscape.
Now, more than ever, traditional brick and mortar companies of the 20th century seek innovation to accelerate digital transformation. Take Wendy’s. The fast food chain recently announced plans to offer mobile app ordering options to meet customer expectations. Certainly this idea was never on the table in 1969 when the franchise was first founded. Yet success is more likely for brands that currently design for future users; build mobile apps for future experiences; and plan for the company’s future by following three important rules.
1) Know Your Audience
Rather than looking for customer service ideas from innovation labs that work in a vacuum, savvy brands may want to take control by going directly to the source. From demographics to pyschographics, analytics agencies like Oplytic provide the necessary metrics to arm companies with an understanding of their customers’ behavior. Getting a handle on both quantitative and qualitative research helps mobile marketers examine the who, what, where, why and how of user decision making. Such personal data allows brands to segment customers into various categories and develop content strategies that specifically address the points that motivate each group.
2) Build a better mobile app
Once customer wants are determined, brands can design their mobile app by considering the UX (user experience) first and finding a technology that supports it. Equally important measures include coding defensively to anticipate future frameworks and planning for longevity with scalable infrastructure. Just because digital platforms let customers engage instantly, doesn’t mean mobile apps should be considered disposable. Redefining digital initiatives as products rather than projects will help brands envision the big (and long lasting) picture.
3) Think outside the box
In order for analytics research and technology to work, there must be innovative ideas for them to support. Work environments that encourage creative contributions and forgive failures from diverse teams of inside staffers or outside firms prove most successful—particularly if brainstorming sessions lead to prototypes, followed by testing. Brands need not be afraid of releasing a beta since it encourages interaction from users who are likely to forgive any flaws and enjoy being part of the design process. After all, at the end of the day and the start of digital transformation, it's still all about the customer experience.