Addressing CUSTOMER PARADOXES in the Digital World
How will you and your company respond to this digital revolution?
The digital world is barely 20 years old, yet it continues to dramatically transform how customers transact, relate and experience your brand.
Customers are empowered by digital but they seem to want incompatible goals: “I want relevant offers, but I don’t want my personal data to be exploited”. Digital is driving a rapid pace of change, but human psychology is evolving more slowly. This disconnect is creating paradoxes that impact customer behavior.
BearingPoint research and experience has highlighted five key paradoxes that customers and companies are facing:
- Physical versus Digital
- Form versus Function
- Empowerment versus Privacy
- Person versus Persona
- Choice versus Recommendation
Companies have to consciously recognize these paradoxes and decide where they stand. Some will challenge customer’s comfort zone, others will learn from their competitors’ mistakes. How will you and your company respond to this digital revolution and address these paradoxes?
This book is a journey: you can read it from the beginning to the end, or simply dip into the chapters that interest you.
Addressing CUSTOMER PARADOXES in the Digital World is already available here.