FROM PROF. DR. PETER GENTSCH
Messengers like WhatsApp, WeChat & Co are much more another touchpoint or communication channel. In the third wave of the Internet revolution, they are creating new digital ecosystems that enable a direct, always-on connection to the customer within the framework of holistic digital customer journeys.
WeChat impressively demonstrates how holistic convenience customer journeys are created and used on a mass scale. While apps are isolated applications for specific use cases, WeChat offers holistic transactions from the awareness phase to purchase and after-sales. In addition, not only existing processes are automated without media discontinuity, but existing business models are expanded or completely new business models are created. Too often, the messenger is only operationally seen as a new marketing hack, the strategic potential remains unnoticed.
WeChat impressively demonstrates how holistic convenience customer journeys are created and used on a mass scale. While apps are isolated applications for specific use cases, WeChat offers holistic transactions from the awareness phase to purchase and after-sales. In addition, not only existing processes are automated without media discontinuity, but existing business models are expanded or completely new business models are created. Too often, the messenger is only operationally seen as a new marketing hack, the strategic potential remains unnoticed.
Behind the messenger interface, more and more smart customer devices are connected. These are not only digitally networked but also smart in the sense that they trigger proactive and predictive actions and processes. The access to this connected customer is strategically extremely relevant – messengers can well take over this gatekeeper function. Access enables intelligent pull communication with the customer. In an age in which classic push marketing is becoming less and less important, this interactive access is strategically extremely relevant.
It does not require a great deal of imagination that analogue ecosystems will emerge or are in the process of emerging in Europe or Germany. Of course, similar platform effects are already happening today. Amazon, Google & Co. have been building Wall Gardens for some time now to bind the customers of the convenience bubble. And voice systems such as Amazon Alexa or Google Home also want to take over the central gatekeeper function. Considering the immense reach as well as the usage and adaptation rate, Messenger seems to be the best and fastest way to fulfil the performance promise of an always-on companion. Messaging is learned behaviour across all age groups and social classes, the mobile device is a constant companion that gains even more power with a payment function.
The data generated and used by this Conversational Ecosystem is particularly exciting. The intelligent analysis allows not only to understand customer behaviour but also to anticipate or predict it. The data can not only be used to optimize the customer journey, but can also be used as a source of inspiration for process and product innovations. The original understanding of CRM must be reconsidered. A CRM 4.0 is permanently and automatically fed with the data of personalized always-on products and reacts accordingly in real time at the respective messenger touchpoints.
What questions do companies ask themselves with this:
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What is the optimal messaging strategy?
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Which use cases can be mapped via messaging systems?
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Which messenger is best suited to the company, audience and country?
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How can communication and interaction mechanisms be implemented for sustainable customer loyalty?
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Which processes can be automated by messaging systems? Where is the hand-over to humans important? What is the right balance between messaging, bots and people?
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What automation and augmentation performance can AI provide?
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What do use cases look like beyond service and notification services?
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What does the corresponding data and AI strategy look like?
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How can data sovereignty be realized?