The Dangers of the Internet of Things

 

 

Network society is the expression coined in 1991 related to the social, political, economic and cultural changes caused by the spread of networked, digital information and communications technologies. The intellectual origins of the idea can be traced back to the work of early social theorists such as Georg Simmel who analyzed the effect of modernization and industrial capitalism on complex patterns of affiliation, organization, production and experience.

 

 

The network society is a social structure based on networks operated by information and communication technologies based on microelectronics and digital computer networks that generate, process and distribute information via the nodes of the networks. The network society can be defined as a social formation with an infrastructure of social and media networks enabling its prime mode of organization at all levels (individual, group, organizational and societal). Increasingly, these networks link all units or parts of this formation. In western societies, the individual linked by networks is becoming the basic unit of the network society. In eastern societies, this might still be the group (family, community, work team) linked by networks.In the contemporary process of individualisation, the basic unit of the network society has become the individual who is linked by networks. This is caused by simultaneous scale extension (nationalisation and internationalisation) and scale reduction (smaller living and working environments) ^[13] Other kinds of communities arise. Daily living and working environments are getting smaller and more heterogenous, while the range of the division of labour, interpersonal communications and mass media extends. So, the scale of the network society is both extended and reduced as compared to the mass society. The scope of the network society is both global and local, sometimes indicated as “glocal”. The organization of its components (individuals, groups, organizations) is no longer tied to particular times and places. Aided by information and communication technology, these coordinates of existence can be transcended to create virtual times and places and to simultaneously act, perceive and think in global and local terms.^[14]

A network can be defined as a collection of links between elements of a unit. The elements are called nodes, units are often called systems. The smallest number of elements is three and the smallest number of links is two. A single link of two elements is called relationship. Networks are mode of organization of complex systems in nature and society. They are relatively complicated ways of organizing matter and living systems. The characteristic of units and elements, among them human individuals, and the way they are made up, are not the focus of attention. So, networks occur both in complicated matter and in living systems at all levels. Networks are selective according to their specific programs, because they can simultaneously communicate and incommunicate, the network society diffuses in the entire world, but does not include all people. In fact, in this early 21st century, it excludes most of humankind, although all of humankind is affected by its logic and by the power relationships that interact in the global networks of social organization.^{[citation needed]}

Networks are not new. What is new is the microelectronics-based, networking technologies that provide new capabilities to an old form of social organization: networks. Networks throughout history had a major problem vis-a-vis other forms of social organization. Thus, in the historical record, networks were the domains of the private life. Digital networking technologies enable networks to overcome their historical limits. They can, at the same time, be flexible and adaptive thanks to their capacity to decentralize performance along a network of autonomous components, while still being able to coordinate all this decentralized activity on a shared purpose of decision making. Networks are not determined by the industrial technologies but unthinkable without these technologies. In the early years of the 21st century, the network society is not the emerging social structure of the Information Age: it already configures the nucleus of our societies.^[2]

There is an explosion of horizontal networks of communication, quite independent from media business and governments, that allows the emergence of what can be called self-directed mass communication. It is mass communication because it is diffused throughout the Internet, so it potentially reaches the whole planet. It is self-directed because it is often initiated by individuals or groups by themselves bypassing the media system. The explosion of blogs, vlogs, podding, streamin and other forms of interactive, computer to computer communication set up a new system of global, horizontal communication Networks that, for the first time in history, allow people to communicate with each other without going through the channels set up by the institutions of society for socialized communication.^{[citation needed]}

The network society constitutes socialized communication beyond the mass media system that characterized the industrial society. But it does not represent the world of freedom sung by the libertarian ideology of Internet prophets. It is made up both of an oligopolistic business multimedia system controlling an increasingly inclusive hypertext, and of an explosion of horizontal Networks of autonomous local/global communication-and, naturally, of the interaction between the two systems in a complex pattern of connections and disconnections in different contexts. The network society is also manifested in the transformation of sociability. Yet, what we observe is not the fading away of face-to-face interaction or the increasing isolation of people in front of their computers. We know, from studies in different societies, that are most instances Internet users are more social have more friends and contacts and re more socially politically active than non users. Moreover, the more they use the Internet, the more they also engage in face to-face interaction in all domains of their lives. Similarly, new forms of wireless communication, from mobile phone voice communication to SMSs, WiFi and WiMax, substantially increase sociability, particularly for the younger groups of the population. The network society is a hyper social society, not a society of isolation. People, by and large, do not face their identity in the Internet, except for some teenagers experimenting with their lives. People fold the technology into their lives, link up virtual reality and real virtuality; they live in various technological forms of communication, articulating them as they need it. However, there is a major change in sociability, not a consequence of Internet or new communication technologies but a change that is fully supported by the logic embedded in the communication networks. This is the emergence of networked individualism, as social structure and historical evolution induce the emergence of individualism as the dominant culture of our societies, and the new communication Technologies perfectly fit into the mode of building sociability along self-selected communication networks, on or off depending on the needs and moods of each individual. So, the network society is a society of networked individuals.^{[citation needed]}

What results from this evolution is that the culture of the network society is largely shaped by the messages exchanged in the composite electronic hypertext made by the technologically linked networks of different communication modes. In the network society, virtuality is the foundation of reality through the new forms of socialized communication. Society shapes technology according to the needs, values and interests of people who use the technology. Furthermore, information and communication technologies are particularly sensitive to the effects of social uses on technology itself. The history of the internet provides ample evidence that the users, particularly the first thousands of users, were, to a large extent, the producers of the technology. However, technology is a necessary, albeit not sufficient condition for the emergence of a new form of social organization based on networking, that is on the diffusion of networking in all realms of activity on the basis of digital communication networks.

The short answer is probably something like “deepening the interplay between AI, personalization, and data” – but let’s be honest, there’s an inherent creep factor buried in there.

For instance, I refer you to the scenes in the movie “Minority Report” where the hero can’t stay incognito because every public holoboard he walks by loudly hails him by name and offers him a deal on some product or other that he’s assumed to be interested in.

So let’s call that a signpost for “how far is too far?” Yet survey after survey shows that today’s customers want to do business with companies that save them effort and make them feel valued. Proactively personalizing what you offer your customers is an obvious way to provide them with convenience and value.

But how can you do it without going overboard?

For personalization to be most effective, it needs to be quick and unobtrusive (which is why the Internet of Things will be a big player in the AI portion of the next generation of CX – but further speculation on that is an answer for another day).

One solution that can achieve this kind of personalization is an omnichannel customer experience, where all your customer data is collected and stored in real time across all of your channels so that the experience is both seamless and effortless.

Omni-channel is recognized as the gold standard of customer experience; however, it’s proven complex to implement that, for many companies, it’s still considered next gen. In fact, 69 percent of organizations surveyed still rank capturing and analyzing customer data as a top challenge when it comes to customer experience.

Yet the benefit of omni-channel CX is too great to prioritize for the undefined “later.” Your business should be working through the challenges omni-channel CX presents today for a stronger customer service for the future.

Here’s the result: When all data is readily available, your AI can identify key moments to proactively engage with customers as they interact with your brand, considering both their current goal and their previous interactions, to guide them into an easy, personalized customer experience regardless of what channel they’re in.

And that’s powerful.

Customers are looking for more than just a utilitarian shopping site, they want an experience. How can you tempt them away from the big companies and over to you?

Here’s ten ways to improve the online customer experience on your website.

1. Identify your own brand’s personality

Shopping on a big box store’s website, such as Amazon, you feel that there’s no sense of personality or anything that makes what’s on offer unique. You’re a smaller store, but you can show them exactly how it’s done. Identify what it is about you that makes you special. What speaks to your customers? Incorporate that into everything you do on your site.

For example, the Man Crates brand sends out ‘manly’ themed crates of goods. On their help page, there’s a graphic that features a fist holding a crowbar, with a caption that reads ‘try harder.’ It fits their brand’s personality perfectly.

2. Proofread all your website content

Every single word of a copy on your website needs to be proofread. That’s because your customers are paying attention, and they want to know if your site can be trusted. Spelling mistakes and errors are often the signs of a less than legitimate business, so they’ll know to steer clear.

To proofread your work, you’ll need to use some online tools to get the most out of your copy. Sites such as Easy Word Count and Proofread Bot will instantly highlight spelling errors for you. If you want a professional to proofread the content for you, get in touch with the staff at UK Writings.

3. Improve your emails

Think about how you communicate with your customers. You want your emails to be upbeat and friendly, encouraging the customer to return while giving them important information about their order. Rewrite your automated emails to fit this objective.

4. Have product reviews written for you

Customers trust product reviews, as they’re unvarnished descriptions of how the product actually works. If you have them on your site, you’re much more likely to get people buying that product from you.

If you’re just starting out though, it can be hard to get product reviews as you’ve only sold a few units. That’s where professional writing services come in. Companies such as Boom Essays and Essayroo have professional writers on staff that can create genuine, personal reviews of your products, which you can then paste onto your site.

5. Be genuine

When you shop in real life, you feel more comfortable with stores whose employees are honestly happy to see you. The same goes for online stores. Those with a friendly attitude are seen to be more genuine, and customers are much more likely to shop with them. Keep that in mind when writing your copy.

6. Check and improve your grammar

While speaking about the quality of your copy, check the grammar of your website at the moment. If it isn’t up to scratch, it can cause problems as customers may not be able to understand what you’re saying to them. If they can’t, you can wave goodbye to many potential sales.

As you’re checking, keep a grammar handbook nearby. Academized and Australian Help both feature great ones, that break the subject down in easy to manage sections, and really help you get to grips with it.

7. Use recommendation engines

There are many online stores that use this technique to great effect. Based on what the customer is browsing, the engine will give them recommendations for what to buy next. Show the customer that you’re paying attention to what they might want or need.

8. Appeal to the buyer’s emotions

The best website copy isn’t just a bland description of what the product does, but what it can do for the customer. Tell them what it will do, how it can make their life better. Appeal to heart rather than the head, and you’ll get many more sales.

9. Use the ‘customer service tone’

Online, you want to replicate how employees may speak to you in a store. That means you must try and adopt a friendly, yet direct tone of writing. Tell your customers ‘you’re all set!’ when they complete an order, and be honest in thanking them when they buy from you. That tone is much better than the standard web copy you see on many stores.

10. Be enthusiastic about what you’re selling

Overall, you need to be enthusiastic about what you’re selling. Show the customer that you really care about what you’re offering. If you care about what you do, that enthusiasm will shine through and rub off on your customers.

There are the ten tips you need to keep in mind when you want to optimize the online customer experience. Show them why they should shop with you. Soon they won’t go anywhere else.

Countdown Case study-

Thanks for joining me!

Good company in a journey makes the way seem shorter. — Izaak Walton