Here is a sneak peek inside Generation Cloud customers’ mind, and into their thinking, behaviours and expectations.

“Dear Digital and Communications Service Providers,

If we need something, we look for an app or service in the cloud. We follow and value those who provide us with options and the freedom to select services on our own terms. Not your terms. We try, buy, access, consume and dispose digital content aaS without a need to own it. We prioritise convenience over cost, and money is not our scarcest resource. Time is. Time is what we really want to control, and there is little left of it. If someone wastes our time, hassles us or interrupts us without permission, we will turn away from them. We will “unfriend” them.

Our trusted advisor is not your sales or service staff, but Google, our social circles, peer groups, discussions boards and other users online. Furthermore, we hate belonging to artificial customer segments, because every one of us is individually our own segment. We are loyal to our own unique, situational needs … and you should know them and act on them. That ́s what we call being relevant for us.

So stop your outbound selling and mass marketing. In each day’s overwhelming flood of digital supply, your role is to be easily available and discoverable for us, and to serve by educating, guid- ing, helping and making recommendations to us in real time.

Finally, please stop thinking our buying journey is linear, rational and logical. It is not. We are always on, always in the state of buying, and our whole journey really looks like a plate of spaghetti – unpredictable and all over the place!

Sincerely, Generation Cloud”

Now, here comes your self-assessment. After reading that mes- sage, can you honestly say you are acting accordingly and meet- ing all of these expectations? If yes, congrats, because you are rewriting the rules and will be dominating the marketplace for the next five years!

Click here to read part 3.

Ari Vänttinen, Comptel
Moving Telco companies in Europe and Asia from ground to cloud. Born 1969, M.Sc. (Economics). Joined Comptel in 2014, member of Executive Board since 2014. Has previously held various marketing executive and management roles at McAFee and Stonesoft Plc since 2010. Before that management consultant at Talent Partners 2007 – 2010 and marketing management and business development roles at Nokia Networks 2004 - 2007.
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