With the appearance of the new profile of consumer and as a result of the development of the new technologies, the relation between the companies and the clients have changed of radical form. Against this background, the companies have been forced to create new strategies, more customized, directed to obtain the loyalty of the users.
Nowadays it is not sufficient with being present and to only contact with the users through a few channels. The omnicanalidad arises from the necessity of the brands to adapt to an interconnected client, eager for information and immediacy. Because the users of nowadays are exhibited to great amounts of information, to which they accede through multiple supports as smartphones, tablets or computers.
One of the main advantages to offer a omnicanal service is the construction of bridges of communication with the user without it concerns the means through which the interaction is developed. In order to start up a good strategy, the companies must previously understand the behavior and the needs of their clients for, of this form, design experiences that relate the brand to their demands.
Of this indeed it was spoken during the forum that took place in the Confidential one under the title Blurring opposite: technological transformation and the challenge of the omnicanalidad which they attended Juan Carlos Moro, director of Transformation and Technology of Seur; Isaac Hernández, Country Manager of Google; Guillermo Galbete, Managing Digital Director of Accenture; Eduardo Sánchez Zorzano, director of Platform of Salesforce; Javier Alonso Escudero, director of Marketing Online and Experience of User of Mapfre and Luis Sanz, Rewards & Redemptions Manager of Travel Club.
On the matter, Juan Carlos Moro, director of Transformation and Technology of Seur, have explained that: “The digital transformation is causing that the companies must adapt quickly. What exists today can disappear tomorrow, reason why it is necessary to react with a great agility”.
In the same line Isaac Hernández has pronounced itself: “We lived a little while exciting for the companies. By this it is necessary that they behave digitally on the inside and by outside. Only with this form the present needs of the users will be able to be satisfied”.
The Spanish society, the most connected of Europe
Up to 26.25 million Spaniards they accede regularly to Internet, and 78% of them, that is to say, 20.6 million, they are connected every day. This number of intensive users grew 10 points and means the past year. During that period of Spain time it consolidated his leadership within the most excellent countries of the EU with a 81% of smartphones on the total of mobiles, 10 points over the average, after growing 5 points year in the last.
With these numbers it is no wonder the companies have been forced to reorient their strategies facing confronting this proliferation of movable devices.
“One hopes that for 2020 we have 50 million connected devices. The companies need to count on platforms that allow to make agile the connection with their clients and to personalize the supply from the knowledge which they have of them”, have explained on the matter Eduardo Sánchez Zorzano, director of Platform of Salesforce.
“The brands that prevail will be those that go ahead to the tastes of the client and they accompany customer throughout to him journey”, it has added Luis Sanz, Rewards & Redemptions Manager of Travel Club.
“Thanks to the digital transformation, new opportunities will arise from business for the companies”, it has concluded Guillermo Galbete, Managing Digital Director of Accenture.