Sesión 08: Dominio 1: El cliente de la Era digital, parte 3: Comportamientos del cliente Digital

Understanding Customer Behavior in the Digital Age

Key Behaviors of Digital Era Customers

• According to Professor David Rogers from Columbia Business School, customers in the digital age exhibit five distinct behaviors: access, engagement, personalization, connection, and collaboration. These behaviors inform various customer strategies.

• The first behavior, access, is characterized by immediacy in receiving value—this includes not just products or services but also information. Multichannel and omnichannel approaches are crucial for engaging with digital customers effectively.

• The second behavior is engagement, which refers to the commitment a customer feels towards a product or service. With an average attention span of only 7 seconds today, creating relevant and high-quality offerings becomes increasingly vital.

• The third behavior is personalization. George Westerman from Harvard Business School highlights that standardizing personalization presents significant challenges for organizations. An example includes Adidas using 3D printing technology to allow customers to customize their shoes.

• The fourth behavior is connection, driven by social motivations where customers seek community interactions both online (e.g., LinkedIn, Facebook) and offline (e.g., running clubs). This reflects a blend of digital and analog relationships in today's society.

Collaboration as a Complex Behavior

• The final and most complex behavior is collaboration. Customers enjoy co-creating value with companies. Frank Chimmer emphasizes that ignoring user input leads to poor design outcomes; thus inviting users into the creation process can enhance business practices.

• Companies like Facebook and GoPro leverage user-generated content as part of their collaborative strategies. Lego encourages fans to submit design proposals that may be selected for production, fostering community involvement.

• Makerbot exemplifies open-source innovation by allowing users to create new products while building communities around shared interests in 3D printing technology.