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Posted by Rob Brosnan on October 7, 2011
Mike Brown, CIO of Lowe’s, in an interview with Bloomberg on the purchase of 42,000 iPhones as point of sale (POS) devices:
Forget about the competition, we are playing catch-up with the customer psyche.
CI professionals need to follow Brown’s lead. A substitution of tablets and smartphones for cash registers promises both to improve customer experience and to transform face-to-face customer interactions into a stream of behavioral and contextual data. The benefits of digitizing human channels through consumer devices include:
The mobilization of human channels also carries risk. Firms must first look for consumer acceptance of enhanced interactions and privacy concerns. CI professionals should be wary because their efforts may:
For all the benefits and risks, I’m excited by the introduction of smartphones into the sales mix, especially for what it means for the marketing technology backbone, such as:
What do you think? Is mobilizing the sales force a boon or bust for Customer Intelligence?
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