As homes begin to act more as intelligent agents, consumers will expect more personalised and relevant levels of service, which Graeme Wood, head of futures and product at Starcom, dubbed as “hyperservice”.
Starcom recently conducted an experiment giving four Australian families various technologies such as smart speakers and smart fridges, to see how people will shop and live in 2023. The company presented their findings at the Future of Connected Living event in Sydney last week.
“Service facilitated by intelligent intuitive agents that do the personalisation and recommendations for us, rather than relying on humans, will fuel this consumer expectation of hyperservice,” Wood told attendees.
At the event Wood said shopping, administration, health, finance and transport are some of the ways homes can act as intelligent agents.
He said, “It was the internet, the first connected age, that created the self service world of online banking, travel aggregation and ecommerce. We believe that the expectation revolution is actually going to see us return to a world of service.”
He said the home will be the future battleground for our user experience, customer experience and voice experience.
But Woods noted there are huge challenges today with applying that level of personalisation to an individual household with today’s martech stacks.
He said, “It is absolutely fundamental for us to think about, not just what is going to happen two or three years from now, but actually how we can start to build that into the roadmap, the way that we operate today.”
Nicole Conroy, head of insights at Starcom said an issue this experiment raised for marketers is trust.
“When people are essentially inviting brands and services into the hearts and the minds of their homes, trust becomes more important than ever,” she said.
“Only the most trusted brands will be invited in. So it’s very important for [marketers] to think about establishing that trust, and how we can foster that going forward.”
Another concern mentioned was data and privacy. Conroy said all these products and services in the home did raise eyebrows from the participants.
She said during the experiment, Starcom found once people had the experience of living with these devices in their homes, their point of view changed considerably.
“Households were looking for more opportunities to volunteer more data, as long as in the end it made their home more intuitive, more predictive and more able to cater to their needs.
“It’s really a value exchange. As long as people are getting back something in return, then they’re quite open to sharing more information,” Conroy adds.