Importance of user centricity in beacon deployment

Mar 30, 2015

From multiple conversations with a variety of different companies, it appears the potential for beacon technology and its effective deployment is still not understood by the enterprise at large.

For us, the heart of successful beacon deployment is ensuring intuitive user experience and using technology to enhance the user journey and how users interact with brands, processes and their environment. Beacons allow for product connectivity, by giving objects a digital presence. So, through the use of an app, beacons can provide you with contextually relevant information to help you make better decisions on your micro-location. However, there is a fine line between providing users with information to increase engagement and bombarding users to engage for engagement sake.

Louisa Heinrich, Founder of Superhuman Ltd, recently spoke at this year’s Mobile Convention London on the topic of digital technology and the idea of connected product. Areas of consideration were identified to ensure true mobile engagement between the end user and connected products to encourage its use and adoption. In order to create a sustainable solution, companies need to think about the value for the user. A mobile strategy should be developed to identify the opportunities for beacon technology, how it can enhance the user’s existing experience and, most importantly, why the user will continue to use your digital solution.

If done poorly, companies risk the chance of alienating consumers and deterring them from using their app. This is particularly true if beacon technology is used only to send push notifications for instore offers, for example. Bombarding end-users with information which is not relevant to them, will become annoying and cause the customer to disengage with the brand.

Before we use the beacon as a trigger to surface information to the mobile device, integration with an intelligence system, usually a Customer Relationship Management system (CRM) or product database, is needed. By linking account information that a brand may already have on its customers with what is collected via beacons on their real-world behaviours, will provide a more comprehensive understanding of the consumer. This will then create a single view profile of customer behavior. With a solid single view profile of their customers, brands can then trigger personalised information to the user when and if they may benefit from it.

In enterprise, it will work on a similar principle. With integration with a backend system, beacons will only trigger information to users who need particular information based on their single view profile.

People ensure the success of any product or service, so ensuring that a user centric approach is adopted is paramount.

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