The voice of the digital consumer is growing by the day and service providers need to respond by aligning digital capabilities with operations, technology and strategy, writes WAYNE HULL of Accenture Digital.
The collective voice of today’s dynamic digital consumers is growing louder, compelling goods and services providers to respond with enhanced organisational agility across their entire businesses. This means connecting the dots throughout the business by aligning digital capabilities with operations, technology and strategy.
In South Africa and globally, digital disruption is reinventing consumer expectations. This is driven by factors such as “always on” connectivity, pervasive social media, the rapid rise of voice recognition and artificial intelligence, and increasingly interactive user experiences across the entire customer lifecycle as well as across all channels.
Consumers expect their experience to adapt whenever they engage physically, digitally and emotionally. Today, advanced computing techniques can harness expanding volumes of personal data – search, social, geo-tagged sensors, payments, shopping carts, speech – to create the magic behind new hyper-personalised experiences.
A 2017 Accenture Digital Consumer Survey of 26,000 consumers in 26 countries, including South Africa, revealed four key findings about today’s digital consumers.
Firstly, artificial intelligence is playing a central role in consumers’ lives. Consumers habitually use AI-driven features such as digital voice assistants. An overwhelming 84% of the 14- to 17-year olds surveyed currently use or are interested in using the voice-enabled digital assistant in their smartphone and about one-third of consumers in every age group are interested in these features.
In addition, consumers are increasingly comfortable interacting with AI-enabled capabilities, with 52% of all consumers interacting with their service providers through live chats or mobile messaging apps on a monthly basis and 85% of those saying it feels like it is easier to get in touch through these methods. Three out of five South African respondents interact with their service providers in these ways, with 89% of these saying they are a better way of getting in touch.
Secondly, engaging experiences are spurring the demand for smartphones. After dropping to a five-year low of 48% globally in 2016, consumer purchase intent rebounded by 6% globally in this year’s survey. In South Africa, there is an even more dramatic increase in consumer purchase intent from 52% in 2016 to 63% in 2017. A combination of factors could be contributing to this, but new experiences enabled by augmented reality (AR) and virtual reality (VR) are central.
New features and improved functionality are key drivers for smartphone purchases, globally and in South Africa. In fact, “accessing the newest and most innovative features” rose by 10% globally and 8% in South Africa as a primary reason as to why consumers are planning to purchase a new smartphone next year.
Consistent with their interest in hyper-personalisation, consumers have shown strong enthusiasm for AR and VR-enabled games for smartphones. They are also interested in a range of AR/VR applications beyond gaming.
Globally, these include learning new skills (34%), meeting virtually with remote friends/family (29%), getting localised information about places they are visiting (28%) and viewing 3D manuals 28%. The results differ somewhat for South African respondents, who are interested learning new skills (55%), visualising clothes (40%), viewing 3D manuals (39%) and getting localised information about places they are visiting (38%).
New access models
Thirdly, a potentially dramatic shift in how people are buying and accessing devices and services is imminent. Consumers have strong interest – globally 77% and in South Africa 83% – in new device acquisition models, such as leasing/renting and used phone purchasing. More than three-quarters of global consumers who plan to purchase a smartphone are open to other ways of accessing a new phone.
eSIM2 may also affect purchase cycles and carriers’ relations with consumers as the chip allows device owners to compare networks and select services at will, directly from the device.
Fourthly, consumers want to be more engaged in managing their data. Despite successful efforts to increase data security, consumer confidence in the security of their personal data is eroding. When it comes to personalised services, top consumer concerns include the security of financial data (90% globally and 93% in South Africa) and identity theft.
Accenture’s survey shows that 87% of consumers globally and 94% of South African respondents believe it is important to be able to review and control their personal data online, but three quarters of these do not find it easy to manage their data. Consumers also indicate they are not sure about who to trust as service providers as those considered most trusted in the past have declined in consumer confidence. Trust in device manufacturers has however grown.
It is now critical for companies to find ways to maintain trust as consumers sort out who to trust and how to operate in a digital world that is increasingly dependent on their sharing of personal data.
Capturing dynamic digital consumers
As AI takes centre stage as a key enabler, hyper-personalised services that deliver on today’s dynamic digital consumers’ expectations will need to constantly adapt and evolve.
As consumers rapidly adapt to these heightened experiences, their intrigue with AR/VR-enabled functionality may pull device demand along – at least in the short term – although this may not always emerge in the form of brand new devices.
In addition, as new access models evolve, doors will open to new types of interaction with consumers and new ways of nurturing the customer relationship.
Amidst all this hyper-personalisation effort, transparency is critical. Personalisation is only relevant if it accurately assesses and meets customer needs and this is dependent on understanding the personal data shared by consumers. Transparency in how customer data is collected, used and shared will be mandatory to gaining consumer confidence, as will empowering them to maintain control of their own data.
* Wayne Hull, Managing Director and Head of Accenture Digital for South and Sub-Saharan Africa
How we use phones to avoid human contact
A recent study by Kaspersky Lab has found that 75% of people pick up their connected device to avoid conversing with another human being.
Connected devices are becoming essential to keeping people in contact with each other, but for many they are also a much-needed comfort blanket in a variety of social situations when they do not want to interact with others. A recent survey from Kaspersky Lab has confirmed this trend in behaviour after three-quarters of people (75%) admitted they use a device to pretend to be busy when they don’t want to talk to someone else, showing the importance of keeping connected devices protected under all circumstances.
Imagine you’ve arrived at a bar and you’re waiting for your date. The bar is busy, and people are chatting all around you. What do you do now? Strike up a conversation with someone you don’t know? Grab your phone from your pocket or handbag until your date arrives to keep yourself busy? Why talk to humans or even make eye-contact with someone else when you can stare at your connected device instead?
The truth is, our use of devices is making it much easier to avoid small talk or even be polite to those around us, and new Kaspersky Lab research has found that 72% of people use one when they do not know what to do in a social situation. They are also the ‘go-to’ distraction for people even when they aren’t trying to look busy or avoid someone’s eye. 46% of people admit to using a device just to kill time every day and 44% use it as a daily distraction.
In addition to just being a distraction, devices are also a lifeline to those who would rather not talk directly to another person in day-to-day situations, to complete essential tasks. In fact, nearly a third (31%) of people would prefer to carry out tasks such as ordering a taxi or finding directions to where they need to go via a website and an app, because they find it an easier experience than speaking with another person.
Whether they are helping us avoid direct contact or filling a void in our daily lives, our constant reliance on devices has become a cause for panic when they become unusable. A third (34%) of people worry that they will not be able to entertain themselves if they cannot access a connected device. 12% are even concerned that they won’t be able to pretend to be busy if their device is out of action.
Dmitry Aleshin, VP for Product Marketing, Kaspersky Lab said, “The reliance on connected devices is impacting us in more ways than we could have ever expected. There is no doubt that being connected gives us the freedom to make modern life easier, but devices are also vital to help people get through different and difficult social situations. No matter what your ‘connection crutch’ is, it is essential to make sure your device is online and available when you need it most.”
To ensure your device lifeline is always there and in top health – no matter what the reason or situation – Kaspersky Security Cloud keeps your connection safe and secure:
· I want to use my device while waiting for a friend – is it secure to access the bar’s Wi-Fi?
With Kaspersky Security Cloud, devices are protected against network threats, even if the user needs to use insecure public Wi-Fi hotspots. This is done through transferring data via an encrypted channel to ensure personal data safety, so users’ devices are protected on any connection.
· Oh no! I’m bored but my phone’s battery is getting low – what am I going to do?
Users can track their battery level thanks to a countdown of how many minutes are left until their device shuts down in the Kaspersky Security Cloud interface. There is also a wide-range of portable power supplies available to keep device batteries charged while on-the-go.
· I’ve lost my phone! How will I keep myself entertained now?
Should the unthinkable happen and you lose or have your phone stolen, Kaspersky Security Cloud can track and protect your device from data breaches, for complete peace of mind. Remote lock and locate features ensure your device remains secure until you are reunited.
Five key biometric facts
Due to their uniqueness, fingerprints are being used more and more to quickly identify and ensure the security of customers. CLAUDE LANGLEY, Regional Sales Manager, for Africa at HID Global Biometrics, outlines five facts about the technology.
How many times in a day are you expected to identify yourself? From when you arrive at work you are required to sign in, visiting your bank, receiving healthcare services… The list is endless. When a system knows who you are, you are able to do any number common, everyday activities. Your identity is unique and precious. It is also easily stolen and the target of many hackers across the globe. Technology is constantly evolving alongside the criminal element, always looking for ways to protect data and identity. One such solution happens to be biometrics and it is rapidly gaining traction in our increasingly complex modern world.
Reliable, secure and fundamentally YOU, unique biometric traits such as fingerprints are being used by banks, enterprises and consumers to verify identity. Biometric solutions offer significant identity protection because they use unique biological details to ensure an account is only accessed by the account holder, a door only opened by the owner. Here are five things that are little known about this technology…
- The uncut identity. Your fingerprint is unique to you. Nobody can use a copy of it to impersonate you. Good technology is capable of scanning down into the layers of the fingertip to differentiate unique elements of a person’s fingerprint, this data is then encrypted and used as a key to unlocking whichever physical or virtual door that the biometric system protects.
- The living proof. No, there is nothing to the stories of fingerprints being used without their owner’s knowledge or permission. Biometric solutions can use specific variables to determine if the finger used to access the system is that of a present, living person. A copy or a fake cannot be used to access a cutting-edge biometric solution.
- Easy and convenient. Queues and documents and paperwork may well be a thing of the past should biometrics take a firmer grip of government and banking systems. The process of registering is easy, and access to identity documents and records is yours alone.
- Security blanket. A thousand passwords and a hundred post-it notes stuck on walls and drawers. An excel file with a list of sites and applications and their corresponding passwords, all a thing of the past. Nobody needs to remember their password with biometrics, they only need to show up.
- Anywhere is cool. Schools, airports, networks, offices, homes, toilets, banks, libraries, governments, border controls, immigration services, call centres, hospitals and even clubs and pubs – knowing “who” matters and biometrics can quickly and conveniently confirm your identity where needed.