As things become more intelligent, they will gain the capacity to buy and sell in the world of Digital Business and the Internet of Things. This means new opportunities for revenue and efficiencies for all types of enterprises, but also new ways of managing customer relationships. My colleague Jenny Sussin and I explore this idea in our recently published note, Internet of Things Scenario: When Things Become Customers. We highlight some early examples of where we see this happening, and the risks and benefits of a world where your non-human customers could possibly outnumber your human customers.
In this exciting, but potentially risky future, we consider:
- How does marketing need to change? Will we need something called “Thing Marketing”?
- How does sales need to change? How do I sell to non-human customers?
- How does customer service need to change? Will we need human reps to handle non-human customers?
- What can my company do to get ready? Areas like partnerships, security, governance and product development
With the rise of the Internet of Things, we believe things as customers is not a matter of if, but when. At minimum, we recommend all organizations begin to consider the possibilty that things will become your customers or will act on behalf of customers, as their agents, even if it might seem strange.
How will you feel if things become your customers?
Read Complimentary Relevant Research
Security Analytics: Six Principles for Success
Our research teaches six principles to help you successfully build and run a security analytics program as well as common ways to use...
View Relevant Webinars
Hadoop and Spark: Understanding Open Source Opportunities and Risks
As companies build foundational data and analytics infrastructure with Spark and Hadoop, the market continues to shift and evolve in...
Comments or opinions expressed on this blog are those of the individual contributors only, and do not necessarily represent the views of Gartner, Inc. or its management. Readers may copy and redistribute blog postings on other blogs, or otherwise for private, non-commercial or journalistic purposes, with attribution to Gartner. This content may not be used for any other purposes in any other formats or media. The content on this blog is provided on an "as-is" basis. Gartner shall not be liable for any damages whatsoever arising out of the content or use of this blog.