DON ’ T FORGET YOUR CUSTOMER
DON ’ T FORGET YOUR CUSTOMER
He adds that too many companies think of digitalisation as a single project . “ But ,” he adds , “ This is a fundamental misunderstanding – digital transformation is an ongoing process , rather than one with an end goal .”
In all the back-and-forth about digital transformation and digitalisation , one important element often gets forgotten : the customer .
Michael Chalmers , MD EMEA at Contino , says companies must become customer focused . “ To do this they need to drive actionable insights from the masses of data they have at
their disposal and ensure they have the capabilities to act upon this information at speed . They must create a data-driven strategy that enables deeply informed decision-making across each tier of the organisation ,” he says .
Appleby agrees : “ Businesses simply need to put their customers first . What are the customer ’ s needs ? How can we service them ? What digital approach do we need to help our customers be successful in what they need to achieve ? If we put this lens on our activities , the approach to digitalisation will take care of itself .”
37 technologymagazine . com