Right-Time Experiences: Driving Revenue with Mobile and Big Data

Chapter 3New Realities Demand New Right-Time Experiences

In the Chapter 2, I discussed how many of today's Internet experiences and business processes are complex or generic or lack critical information that a person needs to make a decision. If existing business practices are becoming outdated—and many of them already are—what does a company need to be successful? Businesses need to leverage the new market forces to create right-time experiences.

These experiences are information and services that your customers, employees, and partners need to take the next logical action. That action could be making a purchase, reserving a flight, finding a purchase order, or submitting an expense report. Leading companies, regardless of the type of product or service, offer a winning brand experience. This experience permeates every aspect of how the customer interacts with that brand, from its ads to the packaging, the product, the customer service, and the sales processes. Today's great companies—from Coke to Apple to Salesforce—are doing this in various interesting ways.

There are countless ways that we can use information from mobile devices, social media, sensors, and transaction data to build better experiences. Smartphones, tablets, and other devices can be used to exploit the information conveniently, wherever a person may be.

The concept behind right-time experiences is to deliver the right information, to the right person, on their device of choice at the point of need or the point ...