In photo above: Delivery drone by Roland Berger.
How can we program and design sales in the digital ecosystem of the future? In the currently saturated West-meets-East commercial environment online/offline and a War of the Worlds when it comes to market control, the future of sales needs to be readdressed and re-mapped under new standards. Digital reality bites, with the consumer hammered by lack of personalization and fragmentation of services leading to irrelevant product proposals and a repetitive approach in marketing far from precision techniques liaising client per product. Smart tech intergration and adopting digital reinvention as a model is imperative for sales survival.
Operations, governance, resources, training, consolidation of a seamless customer omnichannel experience: should or can companies invest? Hyper-personalization and GDPR: are they walking hand in hand? Can customer satisfaction improve retention through the use of NFTs/Metaverse as well?
“The important thing is not Technology in a standalone way: the choice of implemented tools is the point, prioritizing a direct, custom-made experience with the consumer”…
Pablo Monge, Global Head of Digital Sales at Globant.
Simplifying this highly complex ecosystem can unlock the potential of a blended online and offline experience in different industries like energy, telecoms, travel & hospitality plus financial services, among others: connecting data in a transformative way, maximizing their value with an extra effort to better communicate the end product to the receiver/customer is one of the essential challenges to face, especially in sectors like the automobile industry, ravaged by recession complications and an old-school sales approach.
“Really Know-Your-Customer through integrated technology: For instance book a TestDrive using Data-Enabled Services before buying a new vehicle, adopted to your own needs and preferences. Technology is the Enabler of hyper-personalized experiences through a unified 360 data model.”
Dean Parker, Design Strategist at Clobant.
The sales force suite can make use of data from Sales, Customer Services, Marketing and Business functions including Social Media platforms. If you need to organize your next electric car purchase in accordance with Colour & Trim from the print archive of your favourite modernist designer, a Holter monitor app for your suffering grandmother and a mini Metaverse studio with protected gaming-language learning Bank for your offspring, that should n’t be a problem anymore, (provided that along with purchase you also join a reward NFTs scheme: a Test-Drive simulator app for your 16yr old daughter if you live in the U.S, including a map of Recharge stations around your locality or county).
Compliance with current GDPR regulations across countries is fundamental though. Consent management layers in exchange of every bit of data provided by the customer, is only a basic prerequisite for the whole experience to become sustainable. Even in major physical, global events like a football tournament, their augmented reality interpretation and transformation in multiplex digital environments like the Metaverse, demands an alignment of several technologies for ticketing, copyright protection and content distribution.
Areas like energy, tourism and finance have been severely wounded by the post-pandemic crisis and the general transformation of the multi-leveled western markets structure to an homogenous sphere of activity, as it was originally introduced by FinTech startups and Crypto. Next step: buy what you need, when you need it, if you need it and make it uniquely specific to your profile only. The era of mass production comes almost to an end.
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