Living in a digital world

In today's world, it is obvious that digital devices have become a major and integral part of our daily lives. From smartphones and tablets to laptops and smartwatches, these devices have transformed the way we communicate, work, and entertain ourselves.

Last weekend I walked through my house and listed the devices/subscriptions/tech that we have – Sky TV, Sky Broadband, Netflix, Amazon Prime Video, DAZN, Disney+, Apple+, TNT Sport (formerly BT Sport), YouTube, Spotify Family, then all of the freebie channels like ITV Player, iPlayer etc. Then we have an Xbox & a PlayStation plus three iPads, four iPhones, one Apple Watch, three Fitbits, four laptops (plus four 24” monitors), four Smart TVs, three Kindles, Bose Smart Speakers throughout the house, LG Smart Fridge & Smart Microwave, Tado Smart Central Heating and Water system, Nest Smart House Alarm system, Campden Digital Record Player, Smart Plugs, Canon Digital SLR Camera, Freestyle Libre Sensor 2 (blood glucose monitoring system). Oh and Teams & Zoom ??. That’s easily over 50 products & services in one house and I know I've missed some.

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Honestly, I think I’m pretty normal these days for my age; I’m 53 and seem to be at an age where I have most apps to control my life on my iPhone, but I still remember having a house phone and four terrestrial channels on TV and when my mum wanted to sort something out, she would either write of phone someone; and yet my children (19 yrs and 16 yrs) have and do live in a completely digital world. My parents in law (both over 75 yrs) have Sky TV and Broadband, one mobile phone and two house phones (land line), the complete opposite of us.

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The widespread availability of the internet has revolutionised the way we interact with digital devices; and the growth of high-speed internet connections (everywhere we go – from the gym to Costa & even on Chiltern Railways), coupled with the rise of wireless technology, has made it easier for people to connect to the digital world. This connectivity has opened up a huge amount of opportunities, enabling us to access information, communicate, and work from anywhere and at any time. And yet I still think its going to be another 10 years before Ai and complete tech connectivity and usage, and the internet of things is the norm.

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As technology continues to advance, we can expect even more innovative and sophisticated devices to become an integral part of our lives. However, it is important to strike a balance between our digital usage and the need for human connection, physical activity, and overall well-being.

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As you all know, I work within the global BPO market and I talk to clients about 'how they do' and 'how they should' communicate with their customers – and they do generally know that not one model fits all. But from everything I’ve said above you can clearly see we’re not all the same; Gen Z’s are the first generation to have grown up entirely in the digital age, my children case in point. They have and will accept and embrace Ai and the benefits of speed and efficiency it can bring. But your Baby Boomers and Gen X (me) are still working through it all; some have got it and taken it fully on and some just don’t want it at all.

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For me the best way to accommodate everyone is to understand your customers on a personal basis and give them that hyper-personalisation in whatever way that is, understanding what makes them feel happy and looked after and answered.

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One of my first ‘proper’ jobs was for a small sports retailer locally to me, we used to keep a rolodex of the customers and write down what they had bought and anything personal about them e.g. liked long distance running and trainer style and make; we used to spend quality time with them, but over the last 20 years everything has moved at pace and that includes how we talk to our customers and how much time we give them, we talk too much in AHT (still).

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I’ve recently downloaded the ChatGPT app on my iPhone and have just typed in ‘what is hyper-personalisation?’ and this is what I got back…

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“Hyper personalization refers to the advanced level of personalization in marketing and customer experience. It goes beyond basic personalization by using data, technology, and artificial intelligence to deliver highly tailored and relevant content, products, and services to individual customers.

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With hyper personalization, companies can create individualized experiences that cater to the unique needs, preferences, and behaviors of each customer. This can involve analyzing customer data, such as browsing history, purchase patterns, and demographic information, to provide personalized recommendations, targeted offers, and customized messaging.

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Hyper personalization can be implemented across various channels, including websites, emails, mobile apps, and social media, to create a seamless and personalized customer journey. By delivering highly relevant and personalized experiences, companies can enhance customer engagement, satisfaction, and loyalty, ultimately driving business growth.”

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Is this where we are going and what we need to be doing, I think it is? But, I’d love to hear your thoughts on all the above and especially how many devices and subscriptions you have; but also, do you really understand your customers, or are you trying to force them all down the route that is easiest for you because you don’t know how to adapt or you just can’t afford what you think it’ll cost you to get there?