Byron Fernandez is EVP and Group CIO at TDCX. Read Byron Fernandez's full executive profile here.
Digital transformation continues to be a priority in today’s business landscape, with companies taking a variety of approaches to it. As a CIO, I must admit I have a fascination with “shiny new toys” and often cannot wait to get knee-deep in experimenting with its potential applications to the business. To ensure that we get the best outcome, it is therefore important to have a clear view of the end goal and not forget that tech is ultimately an enabler for the business.
Research has repeatedly shown that keeping your customers happy and finding better ways to engage with them is not just crucial for survival but also to thrive in a tough economic climate. For instance, according to PwC’s, 87% of executives and 51% of consumers in the United States agreed that an online shopping experience can negatively impact loyalty if it is not as easy or enjoyable as shopping in person.
With the right data infrastructure in place, businesses are able to collect and analyze vast amounts of data related to customer behavior, preferences and purchase history. The analysis of such data enables personalized marketing and product recommendations, creating a tailored experience for each customer. When customers feel understood and catered to, they are more likely to engage and make a purchase.
When companies have an agile, robust and responsive tech operating system, internal teams will be able to easily access the insights they need to make informed decisions. This affects teams across the entire organization, including product development, sales, customer service, training and development, and strategy.
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