How IoT can enhance the customer experience

How IoT is being used today

When you know why your customer does the things they do and wants the things they want, you know them better than most of their social group. Some businesses are using IoT today to bridge the disconnection between customer expectation and business capacity by keeping customers updated and entertained while they wait for deliveries, to be seated or for support, helping avoid frustrations, inbound queries, and abandoned purchases.

Services and shops are sending notifications to nearby devices with special offers or coupons, some even tailoring discounts depending on the part of the store the customer is in. Smart appliances and devices inform owners when refills are running low, or will automatically order them online. They can even inform manufacturers or repair shops of breakdowns.

The use-cases for IoT is limited only by our own imaginations. But there are some warnings to be heeded.

Change brings opportunities and challenges

From a marketing perspective the benefits of IoT are obvious, but it should be noted that the opportunities presented by technological advances do come with some challenges. Considerations such as a customer’s right to privacy, ensuring personal data is protected, and not overloading consumers with messages should all be addressed for IoT marketing to be effective and responsible.

Marketing through IoT should be about creating mutual benefits for both brand and customer and should be part of a strategy that empowers each equally. It should start with empathy, transparency, and respect. Businesses need to ensure that their IoT activities are helpful, not intrusive, that they use insights wisely and respectfully, keep communication relevant and precise, and put customer service above marketing.

As for privacy, the amount of data that IoT devices can generate is staggering which creates issues around how to store, track, analyse andhow to protect it. More data means more entry points for hackers, leaving sensitive information vulnerable.

To help protect data in an IoT environment, businesses need to undertake actions like investing in real-time backups, firewalls, and powerful software protection. They should plan for a breach and hire security experts to test the system constantly, along with encrypting stored data, insisting on a two-step verification process and requesting frequent password changes.

IoT is customer experience optimisation

Businesses across the Asia Pacific region should be utilising IoT today for end-to-end experience optimisation, offering relevant services (and products) that match a customer’s real life, in a real way, in real time. In a world where ever-expanding connectivity is the reality and customers begin to expect the seemingly impossible, being a company that delivers but doesn’t impose will put you out in front.