‘Wiifm’ stages of Consumer Engagement
1-2-3 stages of Wiifm – Consumer Engagement Journey (IoT)
Regardless of the IoT offering (standalone device / comprehensive solution), consumer engagement could be achieved by provisioning of relatively simple insights though to autonomous actions and/or ongoing tangible rewards
Stage 1: INSIGHTS
In the short-term, insights-as-a-benefit from the underlying IoT device (or solution) would help in keeping consumers engaged
1.1 Primary Insights: Relating to insights generated from the direct activities of the underlying IoT device (e.g. exercise & sleep tracking, air quality, energy usage)
1.2 Relational Insights: Relating to complex insights generated from the relational activities between interconnected IoT devices (e.g. impact on sleep pattern from room’s air quality)
For most consumer IoT providers, the reliance on insights alone won’t be sufficient enough to keep their consumer engaged in perpetuity
Stage 2: ACTIONS
The natural evolution of insights into meaningful actions-as-a-benefit (as long as it solves for a specific pain point &/or enhances quality of life) will aid in mid-long term consumer engagement with the underlying IoT device (or solution)
2.1 Partially-Smart Actions: Ability for the underlying IoT device to perform select actions based on a combination of user input & partially smart capabilities
2.2 Autonomous Actions: Ability for a network of interconnected IoT devices to self-automate complex tasks based on a combination of machine learning, artificial intelligence & other smart capabilities (stepping stone towards achieving Walter state)
Stage 3: REWARDS
Eventually, majority of the consumers will seek some form of reward-as-a-benefit tangible rewards (or benefits) in exchange for their loyalty and ongoing use (& valuable data points) of the underlying IoT device (or solution)
3.1 Direct Rewards: Where consumers receive perceivable tangible rewards / benefits directly associated with the underlying IoT device or solution
3.2 Relational Rewards: Where consumers receive perceivable tangible rewards / benefits directly associated with the underlying IoT device or solution (e.g. real $$ discounts on health insurance in exchange for committing to an active lifestyle using the provider’s activity tracker)
E.g. connected toothbrush: Initially, insights into brushing habits may suffice the user’s short-term Wiifm needs… but the overall proposition may have to evolve in order to address the user’s long-term Wiifm needs… such as tangible rewards
“After 3 months of use I know how I brush my teeth… So… What’s in it for me to continue using your $400 connected toothbrush, especially when cheaper alternatives exist? …Free dental check-up? Insurance discount?”
