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Developing insights to understand customer needs before engaging your customers in digital channels

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Kai Gait
Kai Gait

My presentation from Digital Pharma Advances, London, 2014 on how to engage your customers using digital channels. The theme was to return to simple marketing principles, the refocus on the sweet spot of customer & business needs. Another key element was to use what data you already have and don't think you have to start from scratch.

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DON’T START FROM ZERO Always know something about the user, the context, or the platform. Use that knowledge to make good guesses about what the user wants to do or know, then create shortcuts to that action or information MICROINTERACTIONS // SMART DESIGN
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels
Developing insights to understand customer needs before engaging your customers in digital channels

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Developing insights to understand customer needs before engaging your customers in digital channels

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  • 18. DON’T START FROM ZERO Always know something about the user, the context, or the platform. Use that knowledge to make good guesses about what the user wants to do or know, then create shortcuts to that action or information MICROINTERACTIONS // SMART DESIGN