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Edwards ’ observations are backed by a recent white paper from Adobe . Noting that the most successful modern companies are the ones that have digitally transformed themselves , Adobe warns that “ transformation needs to be driven with a purpose . For top businesses , that purpose is customer experience .” Companies that place customer experience at the top of their list of priorities are more successful than those who adopt a ‘ push ’ mentality .
But what do those customers want ? High level concepts like “ customisability ”
and “ on-demand ” are a good start , but to better understand the specific things consumers want from them , successful companies are doubling down on analytics and diverting more and more resources , both to understanding their consumers and to providing a seamless experience . “ Fast food stores are employing user analytics to understand how their staff are using point-of-sale terminals and then using this information to update the point-of-sale terminal so that customers are served faster ,” says Edwards . “ Retailers are using a
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