Digital transformation should be about the customer, not the technology
Digital transformation alongside automation enablers like artificial intelligence (AI) and Robotic Process Automation (RPA), coupled with the responsible utilisation of data assets will be determining business success factors over the next five years, according to Grant Phillips, Group CEO at e4. While the landscape will be enormously different in the coming years, Phillips says that the brands who will succeed the most are those that move beyond a fascination with the technology itself but to understand how it can address ever changing customer needs and expectations, remembering that winning will be defined by how the technology capability has delivered a world class user experience.
“Looking forward, increasing digital interactions, engagement, digital delivery of services or products w...