“Do I need an app?” is a question LiveStyled is often asked. Our answer, “Maybe not”, may seem a surprising response. However, it helps to make a fundamental point: any technology viewed in isolation of a real-world problem is useless.
Utilised properly, technology can be transformative to the customer experience and to the business as a whole. But all too often it is implemented for its own sake, in a manner poorly thought through and badly designed.
To make technology as effective as possible, the following four-step approach can help:
1. Ask ‘real-world’ questions.
These can start as simple as, “How do I get more people to my show?” Then through a process of ever-narrow questioning, the problem becomes clearer until you eventually hit on a key set of questions the whole company can focus on.
2. Get your systems to talk to each other.
Often, the genus of the answers to these real-world questions will lie somewhere within the data and systems you’ve already got. It’s vital these systems can communicate and share data while being able to digitally track every customer across their journey.
All too often technology is implemented for its own sake
3. Work with people who can analyse your data and generate insights from it.
Data is useless unless it’s actually being used to make decisions. At least one element of your technology infrastructure should therefore be able to analyse your data and test it against the fundamental questions you’ve asked. The insight produced should be able to be understood by everyone in the organisation.
4. Employ flexible and dynamic front-end technologies – which may be an app!
Once you’ve drawn insights from your data, you need to focus on whether you can change people’s behaviour in relation to your key questions. This is done by targeting the technologies they interact with throughout their journey with you. Speed and flexibility are crucial here, so whatever that technology is, it needs to be able to adapt to the individual instantly. Whether this is an app, social media channels or digital screens in the venue, dynamic adaptability is the most important factor.
With all of these steps aligned, the technology you choose and the people within your organisation using it will become much more effective. Whether this includes an app, or not, is up to you.
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