Internet of Things: new ways of connecting with customers

Is the Internet of Things (IoT) is going to take the lead in marketing? 

BlueFocus Marketing's CEO - Cheryl Burgess, believes so. She wrote for IBM's mobile industry internal blog that the growing, data-rich IoT environment has been transforming employee participation and collaboration. Not to mention enhancing company intelligence and cost savings. We've already begun to communicate in marketer terms. The employees will be more willing to advocate for your business and spread your message if they are more engaged. When you add in the advantages of greater creativity and productivity, you've got a winning brand recipe. 

Read more: What Does #EmployeeEngagement Have To Do With the Internet of Things #IoT 

However, in order to properly adopt IoT from a marketing standpoint, we must first understand it. That's why we turned to Martyn Etherington, Cisco Jasper's chief marketing officer, for advice. First and foremost, what exactly is IoT? Some people believe that the IoT is nothing more than a smart device, a network, and an application. But, as Etherington points out, that's only part of the reality. The IoT's unlimited connection leads to improved consumer experiences, new business opportunities, and business benefits. With Etherington, the IoT could have a greater impact on our daily lives than the internet. Everything else, from chickens, crops on the field, to automatic robots to retail devices, and everything in between, is connected. The IoT opens up a galaxy of new service options that will transform our expectations and experiences. 

Read more: IoT Customer Success 

What does this mean in terms of marketing? Forward-thinking businesses and CMOs, according to Etherington, may use the IoT to find new income flow and build brand loyalty. Etherington proposes three use cases in order to accomplish this. First, examine customer purchasing patterns across many devices. Then reading and predicting a consumer's online body language. Finally using that information to improve the customer buying journey, real-time shopping experiences, point-of-sale notifications, sponsored links and offers. 

Read more: IoT isn’t just about connecting things – it’s about delivering services.

Let's examine how companies using IoT-based smart products and devices will implement a "smarter" customer support platform that offers IoT solutions:

Customers' personalization: IoT-connected devices are producing massive amounts of customer data, which is changing the way businesses communicate with their clients. The amount of real-time data collected provides customer service agents with concentrated information that allows them to think beyond SOP-driven support. It will also assist agents in troubleshooting, suggesting new plans or services, and up-selling/cross-selling based on the previous usage.

Intelligent and Predictive Support: IoT-connected devices enable remote monitoring of main parts of a device, like a printer, PC, or any other appliance, thereby letting the company knows if there is a performance issue. To improve the customer experience, the agent can then utilize this data and either inform the customer and guide them through the self-serve process, or the platform can provide links on smart FAQs or chatbots to get the resolution via e-mail or smartphone app intimation. Some IoT devices can even raise a ticket with the contact centre. Predictive support will also be vital to pick up on trends. 

Moving from Multichannel to Omnichannel Support: As devices become smarter, customer service will become smarter as well, allowing them to access product details, installation guides, and FAQs before beginning troubleshooting. However, moving from a multichannel to an omnichannel environment is a huge problem for businesses. Agents will benefit from the omnichannel platform's predictive analytics, which will provide them with a full view of the consumer and allow them to engage in proactive resolution and pricing strategies.

Read more: IoT and the Future of Customer Support 

The benefits of IoT go far beyond targeted messaging. Car manufacturers have already adopted IoT to increase consumer experience and engagement. It is used by public utilities for demand management, insurance companies for better pricing models, and financial services for adapting to changing buyer behaviour. However, according to Etherington, this is only the beginning. 

Think big, start small, and scale fast with the business goal you're attempting to achieve. Too many companies make the error of attempting to adopt IoT without first connecting it with actual goals. It is believed that once you've determined the service you want to offer by your wireless networks, you can start planning how you'll go about doing it. 

For most brands, this is still one of the most difficult aspects of IoT. While the marketing opportunities are numerous, they also appear to be out of reach. That's why, when Etherington joined Cisco Jasper, he supported a shift in the IoT discussion from the future to the current tense. To do so, he invented the term "true IoT" and set up a website with client proof points and case studies for others to learn more about. The capabilities included in IoT, as Cheryl Burgess points out, would not only help to automate vital activities but also substantially inform decision-making processes. This will have an influence on practically every subject. The value of IoT for marketers comes down to two things: a smarter brand and a better consumer experience.

References: 

Burgess, C 2016, What Does #EmployeeEngagement Have To Do With the Internet of Things #IoT, Blue Focus Marketing, viewed 26 August 2021, <https://www.bluefocusmarketing.com/2016/09/11/what-does-employeeengagement-have-to-do-with-the-internet-of-things-iot/>. 

Etherington, M 2016, IoT isn’t just about connecting things – it’s about delivering services,  LinkedIn, 29 January, viewed 25 August 2021, <https://www.linkedin.com/pulse/iot-isnt-just-connecting-things-its-delivering-martyn-etherington/>. 

Marketing Foundations: Integrated Marketing Strategies 2017, streaming video, LinkedIn learning, California, United States, viewed 25 August 2021, <https://www.linkedin.com/learning/marketing-foundations-integrated-marketing-strategies/the-internet-of-things?resume=false&u=2104756>. 

Prashant, S 2021, IoT and the Future of Customer Support, LinkedIn, 13 May, viewed 25 August 2021, <https://www.linkedin.com/pulse/iot-future-customer-support-prashant-sharma/>.