记者 | 刘怡君
除了身份证,消费者的另一张身份名片——“技术身份”正在生成中。最精明的公司都在争相帮助我们“制作”这张通行证,希望以此读懂每位消费者在数字经济中的潜在需求。
蚂蚁金服依托阿里巴巴的生态系统,坐拥大量的用户交易数据、商户交易数据、物流数据、海关进出口数据。“芝麻信用”这个新身份应运而生,它可以为个人和企业用户,向合作的金融、旅游、电信、租车、租房等机构提供信用证明。
印度金融科技公司Capital Float为客户设计了“数字技能”身份。如果申请人想成为共享出行平台的司机,为此申请贷款购买车辆,或为了成为电商平台卖家而申请启动资金,该公司会审查他们的手机软件更新、使用情况,评估申请人对数字技术的熟悉程度,再决定是否对其放贷。
小米与雀巢合作推出了智能营养健康平台。他们通过小米智能穿戴设备获取用户“健康账户”里的数据,再利用科学算法为其提供个性化营养报告和针对性膳食建议。
这些企业一方面为消费者提供全新的技术体验,另一方面通过 “技术身份”收集消费者的信息。这一举措为它们戴上了“透视镜”,可以让它们更为精准地捕捉消费者的需求、审美和偏好,从而将产品和服务融入消费者的日常生活中,打开之前从未涉足的市场。
埃森哲在其最新发布的《技术展望2019》报告中,将这一全新的竞争形势称为 “懂我经济”。越来越多的企业尝试利用这股浪潮,积极了解用户的“数据人设”,将企业和用户之间一对多的一次性服务,转变为一对一的持久性联系。埃森哲预测,它将引发一轮全新的行业洗牌。
比如,如果保险公司能将健康险产品的定价,与用户的运动、饮食习惯挂钩,它们就能准确识别客户风险,顾客也会因险种的针对性提高自己的忠诚度。埃森哲的一项调研显示,中国消费者考虑更换保险提供商的最主要原因是之前的保险提供商“个性化程度不够”。
众安保险联合了腾讯、丁香园,在用智能血糖仪搜集数据后,推出糖尿病并发症保险。它可以根据用户实时血糖值自动调整保额。比如,一旦用户餐前血糖控制达标,他会得到100元的保额提升,不达标保额则会做相应扣减。
沃尔玛为了区分消费者是购买自用商品,还是寻找用于赠送的礼品,重新设计了网站的技术后台,为他们提供更有针对性的推荐意见。
阿里巴巴用机器学习技术研发了“Fashion AI”工具,基于淘宝上潮人的搭配方案和消费者个人历史购买记录,在实体店内为消费者提供即时的穿搭建议。
居然之家和天猫联手建立了新零售卖场“装修试衣间”,为消费者提供30秒快速生成设计方案、精准报价等服务,尝试让传统费时费力的家装,像搭配衣服一样个性便捷。
埃森哲预测,在“懂你经济”的冲击下,企业竞争将步入一个分水岭:有的企业能为消费者提供无缝的个性化体验,并融入每位用户的生活;有的企业所提供的体验,不符合消费者需求和期待值,最终失去消费者的信任,再无机会与他们建立持久联系。
在此次的调研中,超过4/5的中国受访高管已经意识到这一形势的紧迫性,他们表示,中国市场上庞大、巨量的数字人口特征,将有助于自己把握全新的市场机遇。
不过,“技术身份”在为企业戴上“透视镜”的同时,也在让市场环境变得未知多变、纷繁复杂。消费者有时希望接触更多技术,有时却希望其隐私生活不受技术干扰。想要与他们建立并保持长期关系,企业需要准确感知不同人群的动态需求,在关键节点上权衡消费者的利益与商业机遇,做出两全其美、互不伤害的决策。 财神道 www.130510.com
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