出色的顧客體驗對於業務的成敗猶其重要。如果你是中小企，你會非常清楚明白，沒有顧客體驗，你甚麼都不是。你既不是大品牌，也沒有顧客體驗，客人為何要找你？ 顧客體驗 (Customer Experience - CX) 在您與客戶的業務關係中發揮至關重要的作用。顧客體驗就是關於客戶如何從所有互動中了解您和您的公司。 您需要積極塑造美好的顧客體驗，令公眾對您的品牌產生正面的印象。您可以利用積極主動管理顧客對您的看法。任何顧客體驗策略的目的都是在每個接觸點創造正面良好的體驗。接觸點是客戶與您的品牌互動的地方。這些接觸點從客戶第一次注意您的業務就開始。例如，客戶第一次在社交媒體上看到您的廣告就是其中一個接觸點，所以你要確保你的廣告是正面及有影響力，言之有物及成功擊中客人的痛點。 網站也是其中一個與客人非常重要的接觸點，確保你的網站易於使用及有相當好的速度。 您的客戶服務團隊是另一個重要的接觸點。提供優質的客戶服務通常在塑造顧客體驗當中扮演著最重要的角色，特別在提升顧客忠誠度方面。 以上提及的東西是一些你必需要注意的接觸點，因為顧客體驗會影響您的利潤。當您能提供卓越的顧客體驗時，您就可以從競爭對手脫穎而出。您與客戶的獨特互動能提高他們對品牌的忠誠度。你不用進行價格戰，因為你的產品加上顧客體驗，是一件獨特的產品，是藍海市場，他們也會願意支付更高的價格。以下是一些有效及常見的顧客體驗策略可能對您的業務有所幫助。 1.使用內容行銷來提升顧客體驗。 現今的客戶在購買商品特別是高單價產品之前都會事先在網上進行資料收集及研究。因此在決定與您聯絡合作之前，他們很可能會首先訪問您的網站甚至社交媒體獲取更多資訊。因此，在網站上提供有價值的內容至關重要。 內容在提升顧客體驗方面發揮著非常重要作用。 他可以從你製作的內容感受到你公司的專業性及文化。您可以通過多種方式利用內容來管理顧客體驗。…
According to the pioneering science fiction author William Gibson, “The future is already here, it’s just not evenly distributed.”
The opening of the new 55-kilometre Hong Kong–Zhuhai–Macao Bridge might change that. It has certainly made distributing opportunities and enabling forward-looking businesses to integrate and accelerate a lot easier.
That interconnected future received a further boost with the Central Government’s announcement of its Greater Bay Area (GBA) blueprint, which encourages Hong Kong to to “seize new areas of economic growth and improve living standards.”
However, some Hong Kong professionals and businesspeople felt that the blueprint was big on ideas but a little light on specifics about how to achieve them.
There was talk of a push to strengthen the city’s research and development capabilities, and enabling local institutes to enjoy the same level of funding as mainland ones. There will also be help for start-ups.
But, if you ask me for one idea that would make a massive difference for Hong Kong businesses and, ultimately, for the entire GBA, it would have to be intelligence. Or, more accurately, the Intelligent Enterprise.
Intelligent technologies will drive tomorrow’s economy
The Intelligent Enterprise was one of the most talked about topics at last year’s SAP SAPPHIRE NOW conference. And for good reason. For a start, advances in machine learning are enabling algorithms to become highly accurate at understanding natural language and in image and speech recognition.
That may sound a bit “Star Trek,” but I can assure you there are genuine practical benefits. Businesses can use these sophisticated capabilities to drive intelligent business-processes automation to an entirely new level and actually do what technology has been promising for decades – eliminate repetitive manual tasks.
That’s the theory. And, until recently, that kind of innovation was an expensive and difficult proposition. Not anymore. It can now be implemented far more cost-effectively, because it is embedded more and more within business processes.
All of which means that employees – which are usually an enterprise’s most expensive valuable asset – will no longer be bogged down in minutiae. Instead, they’ll be freed up to focus on high-value activities like customer success, strategic planning, and innovation.
More than the sum of its parts
That’s isn’t the end of the Intelligent Enterprise story. Not by a long chalk.
Ubiquitous connectivity and edge computing are creating a step-change in business productivity. Coupled with artificial intelligence and machine learning, it can be used to analyse petabytes of data and affect real business outcomes.
IoT can connect the entire value chain, from design to production to supply chain, and data-driven insights of customer preferences can inspire better design, lower material costs, and reduce risk.
And real-time analysis of machines can predict even maintenance needs, identify potential quality problems in manufacturing processes before they occur, and reduce asset downtime by as much as 50%.
Adding it all up
That all sounds great. But, in the great scheme of things, why does it matter? The simple answer is economics.
The global growth we’ve seen over the last decade has been powered largely by technology. Record corporate profits and new business models can all be tied directly to technology-driven innovation.
You can actually see it happening in real-time. Just look at the S&P 500 list, where on average one company being replaced every two weeks. This “tumble rate” is accelerating. The difference the between winners and losers essentially boils down to one thing – their ability to effectively embrace digital technologies.
Focussed on the future
It’s too early to tell if the GBA blueprint will be the success everyone is hoping for. But one thing is certain – it will create a shift in market dynamics, which will require the new skills and capabilities.
Intelligent Enterprises already have those, enabling them to take full advantage of opportunities in and outside the GBA, and stay ahead of the game in a world where constant disruption is the status quo.
As William Gibson might say, Intelligent enterprises are not yet evenly distributed. But, for Hong Kong, the rest of the GBA, and the world, they are definitely the future!