Technology Magazine February 2019 | Page 23

EUROPE

How , then , does Liberty Global manage to make digital work across a plethora of brands and platforms , with each of its markets all demanding different things ? “ There ’ s a healthy tension ,” Macdonald laughs , “ but there ’ s one thing nobody disagrees on : the impor- tance of delivering a great customer experience .”

“ We took a very brave step centralising all the technology strategy and delivery – ensuring an alignment around architectures successfully across all 10 affiliates – but now as we become more mature we must consider how to implement those in the right way for each market . There was a lot of research involved here , foremost around ‘ what is digital ?’ I believe ‘ digital ’ is all about personalisation ,” Macdonald argues . “ It depends on the individual customer and may not be about technology at all – a customer may still want a piece of paper . “ If people are just ‘ doing digital ’ to save costs , they ’ re not ‘ doing digital ’ – they ’ re ‘ doing ’ cost efficiency . The correct order to do things is understand the data

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