FutureVision’s Day-Two Visionaries – on Retail, Health Care, Social Strategies
“The future of medicine is that these devices will be used to modulate the conversation with the trusted [human] counselor doctor or nurse, to drive down health care costs,” Flower said.
Social Technology Trends to Watch
Charlene Li, author of Groundswell: Winning in a World Transformed by Social Technologies, spoke about how the audience could best integrate social technologies into their broader marketing efforts.
“Digital success is about putting people first,” Li said in presenting a multi-step plan of action for leveraging social media. She said social “users” must first determine what kind of relationship they want to engender with the customer. Short-term relationships are by nature transactional, occasional and impersonal, while desirable long-term relationships are two-way, constant and authentic. “There is a notable disconnect in companies,” she said, in offering survey results that reveal 88 percent of respondents report they are undergoing digital transformation, but just 25 percent say they have mapped out their digital “customer journey,” and have a clear understanding of new or underperforming digital touchpoints. And more than half said they find understanding customer behavior an extremely significant challenge.