Trans­form­ing user ex­pe­ri­ence in ‘al­go­rithm-driven econ­omy

Voice&Data - - PREEONPLDES -

The third sea­son of Net­flix’ Black Mir­ror series started with an episode called “Nose­dive”, in which peo­ple rate each other con­stantly in a 5-star rat­ing sys­tem. Ev­ery in­ter­ac­tion with a fel­low hu­man trig­gers a rat­ing, which in turn, sends the per­son’s pub­licly vis­i­ble av­er­age rat­ing up or down. This rat­ing de­ter­mines their value in the so­ci­ety, their ac­cess to var­i­ous ser­vices, and their em­ploy­a­bil­ity.

While Nose­dive and many other episodes of Black Mir­rors are satir­i­cal de­pic­tions of the evolv­ing and fu­tur­is­tic adop­tion of tech­nol­ogy, they also, in some way, de­pict the power of dis­rup­tion and trans­for­ma­tion brought in by the rapidly chang­ing dig­i­tal tech­nolo­gies that are am­pli­fy­ing the hu­man po­ten­tial.

For­mer Pres­i­dent of USA Obama re­cently said, “Now is the great­est time to be alive”. We are liv­ing in in­ter­est­ing times in­deed. Never be­fore in his­tory has the speed of change been so rapid and never again in the fu­ture, will the speed of change be so slow!

The train of change on the tech­nol­ogy front seems to be run­ning at full steam, ap­par­ently ig­nor­ing the tur­bu­lence and volatil­ity on the global econ­omy. Tech­no­log­i­cal ad­vances have con­trib­uted to the trans­for­ma­tion of cus­tomer ex­pec­ta­tions while si­mul­ta­ne­ously pro­vid­ing en­ter­prises with the dig­i­tal tools to cre­ate the amaz­ing ex­pe­ri­ences that their cus­tomers ex­pect. Hu­man be­hav­ior is trans­form­ing through th­ese ex­pe­ri­ences along the three di­men­sions of in­ter­ac­tion, con­sump­tion and col­lab­o­ra­tion.

Cus­tomers in­creas­ingly ex­pect per­son­al­ized and highly rel­e­vant in­ter­ac­tions, cater­ing to their own


con­text. Dig­i­tal tech­nol­ogy is en­abling en­ter­prises to meet th­ese ex­pec­ta­tions by de­liv­er­ing per­son­al­iza­tion to large num­bers of cus­tomers at low cost.

In to­day’s dig­i­tal econ­omy, of­fer­ing just prod­ucts and ser­vices is no longer enough. Many en­ter­prises are there­fore us­ing dig­i­tal tech­nolo­gies to of­fer cus­tomers unique and un­for­get­table ex­pe­ri­ences as cus­tomer ex­pe­ri­ence has emerged as an in­creas­ingly im­por­tant dif­fer­en­tia­tor along­side the qual­ity of the core of­fer­ing.


The con­cept of col­lab­o­ra­tion in­stead of own­er­ship has be­come main­stream – in North Amer­ica alone, there more than 110 mil­lion peo­ple are now par­tic­i­pat­ing in the col­lab­o­ra­tive econ­omy. Cus­tomers are at­tracted by the con­ve­nience of on-de­mand ac­cess, the prospect of fi­nan­cial sav­ings, and its po­ten­tial to im­prove their qual­ity of life.

Un­like in the past, we no longer talk of in­for­ma­tion tech­nol­ogy or dig­i­tal tech­nol­ogy within the nar­row con­text or con­fines of the en­ter­prise. Tech­nol­ogy per­me­ates all walks of life and is equally rel­e­vant in the dif­fer­ent spheres of life – home, work and so­ci­ety. Cus­tomer feed­back has al­ways mat­tered but, in the dig­i­tal era, it is more im­por­tant than ever. In to­day’s hy­per con­nected world of e-com­merce, cus­tomers can source prod­ucts from around the world at their fin­ger­tips lever­ag­ing tech­nol­ogy. So­cial me­dia has given cus­tomers pow­er­ful new tools to pro­mote brands they like or ex­press dis­ap­proval of things they do not like.

Let’s briefly look at how dig­i­tal tech­nol­ogy is trans­form­ing user ex­pe­ri­ences in dif­fer­ent spheres of life (home, work and so­ci­ety).


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