Information Mobility Means Business Opportunity
For most people, the term information mobility implies smartphones or tablets; but for the modern enterprise, information mobility means much more than that.
Information mobility is really about information in motion – how information is captured and transformed; how the right information is found and shared across the enterprise, and ultimately, how it is used productively to better business outcomes. Information mobility includes new technologies revolutionizing the way people collaborate and connect, changes in information management process, as well as workstyle innovations in a continually evolving workforce.
But how does information mobility impact your relationship with your buyer, the consumer of your goods and services?
I think we can all agree there is more information available today online, especially opinions and experiences concerning your products and services. Today’s buyer is a more self-directed consumer of online information. (Check out this animation on the buyer’s highly focused, always connected information gathering.) As businesses, we are increasingly challenged to serve these information needs of our customers.
And let’s not forget the role of the customer-facing resources in our organization. Worse than customer service or sales not having the information they need is for customers to be better informed than they are!
I believe there is a golden opportunity here.
Your organization is a natural focal point for information valuable to your market, and if recognized appropriately, valuable to you. Your customer interactions offer you the advantage of looking across a breadth of user experiences, including what others have discovered along the journey, ideas tried, and proven strategies for success—all of which has value to your customers.
Look at the way Google has capitalized on and leveraged the information they glean from their users search and web behavior to increase their value to their ad buyer, ergo better targeted advertising. Google was (and continues) to reap the rewards of being able to transform their information to work better for their customers.
The more information mobility supports your customer-facing staff—the more likely you can better engage your customers and improve your business outcomes. Better business outcomes may mean more upsell opportunities to enhanced or new products and services. Interestingly, one sales strategy consultant observes that buyer access to a wealth of online information only makes your customer-facing staff more valuable.
When’s the last time you reviewed a specific process for the accuracy, currency and value of the information it generates? You can pick almost any process—product marketing, accounts receivable, customer service, sales enablement—and look for ways to improve your information mobility. How can you transform your information to create value?
Buyers have learned to use information to their advantage. In my opinion, information mobility presents the businesses serving them important new opportunities as well.