Mika Yamamoto, Chief Digital Officer at SAP provided an insight into the convergence of human and artificial intelligence to gain excellent customer experiences.
As Mika commented, it is easy to get lost in the data, when all we are trying to do is ultimately connect with individuals. Some of the best examples of organisations doing this effectively are B2C organisations like Apple or Amazon. Importantly they appeal to customers in a practical and emotional way.
Whilst technology has rapidly developed, the fundamentals of marketing (Product, Price, Promotion and Place) have not. The best in class businesses sell experiences as part of the product; consistently adding value to the buyer.
I think this is the same for how B2B organisations should approach their creation and transfer of content. They must ensure that their content consistently adds value to their target audience, and crucially that it's delivered in a personal manner that continues an existing journey or experience.
Digital transformation is not about the simple adoption of these tools, but rather their application and how they ultimately make a difference. The most important application of emerging tech, regardless of your role within a company, is the customer experience. The customer is the red thread that links everyone together – delighting buyers and expanding your customer base is what brings everyone in to work in the morning. Businesses with the ability to tap into emerging technologies to create agile environments that build personalized and engaging customer experiences will be the ones that endure and thrive.