Addressing Customer Paradoxes - In The Digital World
Eric Falque

The digital world is barely 20 years old, yet it continues to dramatically transform how customers transact, relate and experience your brand. Customers are empowered by digital but they seem to want incompatible goals : "I want relevant offers, but I don't want my personal data to be exploited". Digital is driving a rapid pace of change, but human psychology is evolving more slowly. This disconnect is creating paradoxes that impact customer behaviour. BearingPoint research and experience has highlighted five key paradoxes that customers and companies are facing : Physical versus Digital ; Form versus Function ; Empowerment versus Privacy ; Person versus Persona ; Choice versus Recommendation. Companies have to consciously recognise these paradoxes and decide where they stand. Some will challenge customers' comfort zones, others will learn from their competitors' mistakes. How will you and your company respond to this digital revolution and address these paradoxes ? This book is a journey ; you can either read it from the beginning to the end, or simply dip into the chapters that interest you. ln order to guide you, this book has five parts : understand your customers' psychology and help them deal with paradoxes, transact efficiently, provide a unique experience, relate to your customers and prepare your organisation for tomorrow's challenges. It shows how your company can achieve high performance white managing complexity and customer dilemmas.