The digital era rests on one fundamental conviction: technology makes life easier and helps us resolve problems. Although this belief is widespread, and there is a broad consensus on the benefits of technological development, this doesn’t mean that everyone takes the same approach or feels the same way about technology tools or digital service models.
We believe that the following customer segmentations can contribute to a more robust understanding of where the digital transformation is at:
The generational differences between those who were born in the digital era, who have no trouble incorporating and using the new service models, versus those accustomed to traditional customer service options.
The geographical differences between those who live in major urban centers, particularly the Buenos Aires metropolitan area, who engage with digital models on a daily basis, and those who live in smaller urban centers, where digital service models are not yet a priority investment and where other more traditional types of customer service continue to be valued.
The socioeconomic inequalities in access to services and technology. While there are those who are able to engage in the digital service models that certain companies offer on a daily basis, not everyone has access to this type of services or devices. This contributes to exacerbating the digital divide.
Different lifestyles and values. The digital era has also been accompanied by what we could refer to as “the organic era.” This broad set of concerns about health, the food we eat, exercise, spirituality and the environment has yielded certain values and a search for “offline” engagements, generating other types of connections in terms of how people buy and sell.
These are only some of the most visible segmentations. Any digital transformation strategy should first define who the customers are, who is the target of each interaction, and what each type of customer needs. Is the transition to digital customer service the right decision for my company or service? Bearing in mind the complexities involved in customer engagement will allow you to build digital transformation strategies that integrate and accompany people in the learning and adaptation process.
About Consummity
To dig deep, to develop long-term strategies or to test tactical actions, to co-create new concepts, products and services. Consummity® is a community of people interacting in a digital space specially designed to forge a shared, fun and reliable workspace.
It is a methodology that combines the informality and ease of the spoken word with the rational creation of answers written over the course of time. A natural means of gaining access and observing what people think and feel when faced with diverse situations and stimuli that leave an emotional and rational footprint.
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