New technologies change our perceptions of business
How is modern technology shortening the route from manufacturers to worldwide consumers? Krzysztof Majkowski, head of the Gemius consulting department addresses the question.
When considering how new technologies change our perceptions of business, it is worth looking at it from two perspectives, that of the consumer and that of the business. From the point of view of the consumer it is mainly beneficial, for example in the ability to compare offers, including from different markets, or having access to services and products without having to leave the house. From the business perspective it is on the one hand a challenge, and on the other a huge opportunity. The challenges include the need to implement the technology and make organizational adaptations, as well as changes to company culture and business processes. But the benefits are worth the effort.
Above all, new technologies allow a business to put into effect the old maxim about supplying a potential customer what they need, when they need it. And no less important, they open new sales markets for companies. It used to be that, having an excellent product you would still face barriers to distribution, but today any customer from any corner of the globe can fairly easily buy the computer game 'Wiedźmin' over the Internet. You don’t have to wait for delivery or go to the shop. Online sales give companies the ability to lower distribution costs or even do away with having a physical point of sales, while at the same time giving them access to a far larger market. Today this is normal, but just a few years ago business didn’t work like that.
It’s worth also mentioning new technologies in the context of social media, both from the point of view of customers and of businesses – particularly those who are open to contact with their customers and want to learn from them. Among other things, social media allow for far quicker and cheaper reaction to customer needs and problems than traditional customer service models. They also make it possible to build long-lasting and very personal relationships with customers, which in the long term can translate into greater revenue and increased customer loyalty. Assuming that real engagement is achieved, of course.