(Feng, Yuan 1155081930)
From
Enterprise to Customer
Changing
with each passing day, the progress of science and technology brings us a new
world, and the trend of worldwide cloud business development is irreversible,
especially the cloud business for the communication between businesses and
their customers, which is conducted by the significant change of business gets
more attention. Whether B2B or B2C, mobile devices in our hands have changed interact
way between enterprise and all customers, partners, employees, suppliers, or
other aspects –with a more direct contacting way.
Since
digital has disrupted client context, the interaction is therefore no longer
under the control of the enterprise. According to the survey, 63% of consumers
will visit on Twitter, LinkedIn and YouTube and other social networking sites before
making a decision, online evaluation has become the second most trusted
consumer brand information sources. Such colleague’s evaluation mechanism makes
the initiative of the relationship between businesses and their customers are
no longer in the hands of the enterprise, but transferred to the client port.
Multi-Channel
Contact
In
the environment of customer interaction, multi-channel contact is a very
important concept, but so far there exist no dominant channel. For B2B and B2C,
the points of contacting with customers are diverse: smart phones, social
media, store technology, E-mail, etc. However, the customers’ experience
for all different forms of contacting points are remain consistent.
Therefore,
I take for that understanding the context is vital for interaction, and
contextual interactions can form lasting value. From the perspective of
customer insight, transferring the focus of the exchange from “trading” to “interact”;
Separate marketing activities can be converted to interactions with the
customer relationship, which is no longer just spread information by broadcasting,
but to personalize the spread way for individuals. All these solutions require analysis
tools that can help us understand the rational thinking part in human minds,
improving our level of decision-making. Such as that, social networks often
react psychological perceptual, subjective ideas, or evaluation of main body,
this kind of data, and big data will go to capture data through tracking the
reaction of trend, to transfer the individual subjective idea into customer
actual behavior. In such environment of interacting with customers, the
importance of customers’ context has been especially highlighted, and the cloud
service can help it.
A
Case of Nike
Take
a global brand, Nike as an example, using the data that captured from a variety
of devices and platforms (such as Apple iWatch, running applications and online
fitness club) to push it consumers to return to the its own digital cloud platform
NIKE Plus day after day（see Figure 1 and 2).
Figure 1.
 |
| Figure2.When customer log in Nike Plus, its cloud data service can record customer exercise data and make plans and suggestions after analysis, finally, it may recommend Nike shoes and equipment that fit individual’s body condition. |
For
example, there exist a data cycle in this case, customers take exercise
according to suggestions that often calculated and made by healthy data
platform’s personalized analysis, and the objective devices and other
technologies keeps collecting data during customer’s exercise process.
During
three years, Nike cut its mass media spending by 40% in the United States,
while its income rose by $7 billion at the same time. Through the practice,
Nike has proved that, thanks to cloud data service, using data that collected
according to context of the customer to differ customer interaction instead of
general public broadcast communication, can yet be regarded as a way to improve
company performance.
Summary
On
the basis of industry’s high quality and standards, combination module plan can
have a better cooperation effect, which helps to expand customer choice,
increase the ease of use, and to bring a new possibility for cloud business in
the world and modern customer experience in the cloud.
2.How Nike Is Getting To Production Fast
http://talkincloud.com/cloud-computing/03172015/how-nikes-getting-production-fast
Reference:
1.Nike Builds Datacentre Cloud and Network infrastructure
http://www.computerweekly.com/news/2240226893/Nike-builds-datacentre-cloud-and-network-infrastructure2.How Nike Is Getting To Production Fast
http://talkincloud.com/cloud-computing/03172015/how-nikes-getting-production-fast
Hi, Yuan.
ReplyDeleteI think cloud business is really an interesting topic since nowadays most of our time are occupied by different cloud services. When you mentioned that users would like to view comments online before making decision, it seems that it can be referred to another issue such as word of mouth. Well, what I really want to think about is that how powerful are those social media sites because people usually login in others sites by their social media accounts. In others words, I wonder whether those social media sites can acquire users data even when they using other sites. If yes, I think social media sites are those who actually have what so-called big data. Sometimes, when I use facebook, I find it useful to recommend some accounts and advertisings for me which is a good example of cloud business. However, when I use Weibo, I'm usually annoyed by many irrelevants recommendations which serves as an example.
About the case of Nike, I think it a good example of a brand that can make their own data cycle. Data is important, but what's more important is how to make use of it. Nike successfully provide end-to-end experience to consumers which help itself make profits and save advertising cost. So, thanks for knowing such a good case!
Hi, April.
DeleteI.m glad that you've read this essay carefully and made some meaningful feedbacks, thank you.
In terms of the cloud services business, I would say it is in some way a generalized concept, actually, both the "word of mouth" marketing and so-called personalized subscribe function that you mentioned shall all need a cloud database, and recommendations of those conditions need supports from cloud service, too.
Anyway, please let me know if you have any further ideas, thank you!
Just read an article about cloud business:
ReplyDeletehttp://www.cbnweek.com/articles/normal/15774
Wow, an interesting case of HM&Google, thanks for sharing!
Delete