The first step that companies have to take towards digitization (and also outside of it) is to investigate to know the needs of their prospects or consumers.
Once the customer is known, digital tools will help find the answers and create an offer of value.
In order to create a deep connection.
According to the employer Xavier Lopez Ancona, President and CEO of KidZania Global, in these times, digitization guarantees the survival of your business. Companies immersed in a digital era need to integrate digital tools into their business strategy that allow them to be ahead of their competitors, reach more markets and have accelerated growth. Nevertheless, The first thing that has to be investigated to efficiently transition to digitization is the identification and creation of value for the customer.
Most companies are founded with the idea of satisfying a need or creating value for a target market and try to adapt it until reaching a degree of satisfaction that drives the customer to purchase, say Martha Rivera Pesquera and Edgardo Méndez Montero in their book Re Evolution Digital, Lead the digital future of your company … before it disappears.
With digitization, it has become essential not only to study consumer habits in physical stores, but also online. In this sense, continuously identifying your needs will allow you to adapt the offer to market movements.
Identification and creation of value for the customer
As mentioned above, the first step that companies have to take towards digitization is to investigate to know the needs of their prospects or consumers, which can be of two types: manifest or latent.
The former refer to those who know the product and consume it, and the latter, those that the customer has not identified, but will soon request.
Identifying the value and verifying with the end customer what you want to offer is the first step in marketing and in the very existence of the company. Knowledge of customers is what will allow us to generate a value offer and the value can come from three basic sources: product functionality (what are they for?), Economic accessibility (price is the distinguishing factor) and emotional satisfaction (identification and emotional bonding).
Customer identification
Following the text Re Evolución Digital, Lead the digital future of your company … before it disappears, the work of Senior Management is to define the target market and be clear about who the customer is, in order to create a connection as deep as possible.
It is vital to understand that customer service is the center and foundation of the business, and the most valuable thing is the relationship with the consumer and the trust that is created through satisfaction with the product and / or service offering.
What digitization has allowed is to communicate like never before and with the immediacy that the reason for being of the business demands: the customer. So, for brands and companies to build, it has to be done hand in hand with the client and the strategy towards digitization (and outside of it) must start with the definition of it.
Once the customer is known, digital tools will help find the answers and create an offer of value. Then companies will have to ask themselves, what are they looking for? And with this, build characters and identify segments, because the more the segments are known, the better the offers can be adapted to the customer; However, it must be clear that the management and access to information entails a great responsibility and companies must be responsible in this regard.
Let us remember that a new era of audience measurement has arrived due to the concern of users and their privacy. The creation of value is a process of perpetual change and the solution to the various changes is to listen and detect the needs of the client, through the internet and if it is not in this way the growth of the companies may be detrimental.
See more: