I hear you thinking, “What has Ariana Grande got to do with business processes?” Stick with me, and I will tell you.
I was listening to the radio in the car the other day when I heard “I see it, I like it, I want it, I got it” (from her smash hit 7 Rings), and it got me thinking that she hit the nail on the head and captured her target audience – and the mindset of today’s target consumer – perfectly:
- “I see it” online
- “I like it” on Twitter, Facebook, and other social media channels
- “I want it” and the instant gratification of ordering it with one click
- “I got it” if not in the next hour or 2 (if I live in a city), at least in the next 48 – or forget it
Deliver on the promise for the “see it, like it, want it” generation
As business leaders, how we do get the urgency, processes, and solutions in place to:
- Design, market, and promote the right products or services through the right medium (“I see it”)
- Sense customers’ dreams and desires (“I like it”)
- Have real-time visibility of what they are buying (“I want it”)
- And ensure that you can deliver on that promise (“I got it”) to ensure a perfect customer experience
X’s and O’s: The perfect customer experience
It all starts by having total visibility of data about your products and customers: operational data (O), such as sales, costs, and forecast information; and experience data (X), such as sentiment analysis from social media about what is trending in a specific sales area and what potential customers are feeling about your products. Then you need to drive customer-centric processes that leverage this real-time information to sense and respond to changes in both supply and demand.
The key is to understand how your customers and feeling – and why – and deliver better, more personalized products and experiences that make them happy.
Imagine if you could capture the “X” data from social media about what is hot and what is not – what your target customers are sharing, tweeting about, and telling everyone that they like.
This “X” data should be the central element in driving the design of new products and marketing them where and when the target customers are surfing, listening, or browsing to ensure that they see it.
Next you need an omnichannel sales strategy to enable customers to place orders (“O” data) anywhere (in-store, online), on any device (computer, phone, mobile device) and at any time (24X7), so that they can buy it when they “want it.”
Then, by bringing together the social experience data (X) and operational sales (O) data you can drive improved planning, sourcing, manufacturing, and omnichannel logistics processes to ensure that they “got it” at the right time, in the right place, and at the right quality to deliver that perfect order.
So, here’s to Ariana for humanizing the dilemma of businesses today, and to steal another line from her, “thank u, next.”