Described by consultancy Fjord, design and innovation from Accenture Interactive, the advent of a new era of intelligent services is analyzed in an unpublished study. If the findings in the report doesn’t make you fall off your chair, the contextual framework and explanation of the consequences caused by the changes might. “On one hand, technology evolves and becomes more affordable. Ourselves and our environment is becoming increasingly digitized and enables a new interaction, such as the phenomenon of sensors. The two factors together make the foundation of Living Services,” says Nicolas Potier, business development director for France and Benelux at Fjord. What are we talking about exactly?
“It is, in other words, services associated with a brand, personalized and adapted in real time to each individual, wherever he or she is, and whatever the activity,” explains the report. “The challenge is how brands use the Internet of Things to create services that come to life, that is to say services capable of anticipating and responding to our changing needs as consumers, and reply. How will sectors such as health, transport, insurance, utilities and security companies, to name a few, evolve to meet our increasingly volatile requirements and expectations, in a world where almost everything is digitized? “
Technological complexity allows for relevance
Asked about the timing of these findings Nicolas Potier believes that, “The distributed services today are mostly mobile, the consumer is over-solicited and translated this weariness, for example, by the digital dieting trend, forcing brands to be relevant. The technology is primarily used to address a need. It has led to complexity but as more and more consumers are digital natives, this complexity creates the relevance “.
Living Services are services that bring value and context while responding to customer issues in real time. It is expressed by small, mundane interactions, such as personalized home thermostats, when you get a customized playlist as soon as you pass the doorstep, a taxi without paying cash as we see with Uber. “We call this liquid expectations, and a brand must meet these high expectations, such as in the transaction sector. After the desktop and mobile, the first two digital waves in the 90’s and 00’s, these new services constitute the third era of the digital age, being able to integrate an interaction which the appearance of new contact points make more complex, “says Nicolas Potier.
The markets atomize
Living Services will influence many aspects of our daily lives – our homes, our bodies, our money, our transport, our professional lives or our shopping – the study by Fjord anticipates widespread transition. That combined with the mass production of generic products and services for highly personalized services, customized according to the needs of each individual consumer. “This will be an unprecedented breakdown in the relationship between service providers and their customers, and as such will require a profound transformation of commercial structures and operational relationships currently in place,” states the report.
Thus, the arrival of Living Services raises two issues: firstly the obligation for companies to rethink their organizational model and their technical platforms. They have to reorganize to better serve the ambitions of the new services, address the current lack of agility and mobility, and make smaller units more independent. Secondly, the brand must atomizes and be agility in all environments to cope with different interfaces and interactions.
“If a service meets my needs, I fall in love with it, but how do you maintain that relationship? If we take the example of Nike FuelBand, after two months of use, its use is declining because the data set is not easily operable therefore not relevant, “explains Nicolas Potier. Obviously, he defends his views by predicting that “Living Services will have a huge impact on consumers and brands”. Especially a reality of the future brings water to his mill: in the next five years, our civilization will generate more innovation than in the previous 20.
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