Hiscox’s Group Digital Manager – Ronnie Brown, shares the latest hints, tips and things you should know when it comes to your digital business life.
This week – people become even more impatient; taxis on Google; and, your macchiato via mobile.
#1: The Impatience Index
I’ve written before about the shortening of timescales and tolerance when it comes to service, most of which has been driven by access to brands via digital. This survey makes for frightening reading and shows the laser focus companies must achieve in all aspects of service to keep up with customers’ expectations.
#2: Taxi to the store? (from Google)
Google is extending its reach down the value chain with its newly patented technology for ‘transportation-aware physical advertising conversions’. What this actually means is if you are an advertiser with a store, you can bid on search terms and include the cost of transporting people – via a free taxi for example – to your store within their purchase. If you couple this with Google Chauffeur – their driver-less (or to give them their real name ‘autonomous’) cars, you could be searching for a restaurant, get picked up and dropped back home all with one click on Google.
#3: Starbucks announces pre-order app
In a nod to the Impatience Index, Starbucks is making a play this year to allow customers to pre-order via a mobile app and pick up in-store; the move should help their food lines which tend to take longer to prepare and can slow service down. Could be a handy extension with regards to customer experience, revenue and data collection.