In Profiles of the Future: An Inquiry into the Limits of the Possible, Arthur C. Clarke said, “Any sufficiently advanced technology is indistinguishable from magic.”
Business in India is transforming radically – colossal forces of technology have changed the face of India in innumerable ways in the past two decades. Disruptions and innovations are creating new kinds of business models. Traditional, offline legacy businesses are being challenged by technology-driven agile businesses and brands are reinventing the way they are viewing their business. New algorithms and data are spurring constant product innovation, all aimed at making the consumer experience richer. The new strategy for any company is to chart for itself a digital roadmap that leverages technology to meet a customer’s requirements. Competitive advantage is the biggest driver of every brand’s digital transformation, and customer experience lies at the very core of it all.
The impact of digital transformation in India is already palpable. According to a global survey titled Keeping Score: Why Digital Transformation Matters, India leads the world in the digital transformation business impact scorecard. With a score of 79 (out of 100), the impact driven from digital initiatives in India is higher than the global BIS average score of 53 and Asia-Pacific and Japan (APJ) score of 56. Firms in India are seeing the greatest business impact from their digital transformation investments.
Some of the biggest brands in India are bringing customer experience to the center of everything they do. Large traditional offline brands are employing technology to provide relevant experiences with a single view of the customers. Companies are looking at actually experiencing their brands from the customer’s point of view, so that they may deliver compelling experiences across the various touchpoints for the customer. There is a renewed thrust on user experience and the emphasis is on making these experiences more consistent, compelling, and relevant. There’s no scope for complacence here – every interaction, at every touchpoint, impacts how customers perceive a brand.
Leaders in the digital marketing arena do things differently: They do the math, they work with leaders, they bring in change as and when necessary, and they measure the right things. Leaders are accountable and customer-focused. They get into the minds of their customers and read them well to design, orchestrate, optimize and deliver compelling customer experiences. Shantanu Narayen, Chairman, president and chief executive officer of Adobe Systems, could not have articulated it better at Adobe Symposium in Mumbai when he said we have to be “Customer Zero” for our products to really understand our customers’ needs. You cannot be customer-centric if the customer experience is not an executive priority.
Brands that embrace creativity will reap a good harvest. Creating relevant and emotive content is key to driving brand engagement, and will be central to every incredible customer experience. And if experience is the game changer then technology is its enabler. Artificial Intelligence and Virtual Reality have already begun shaping brand experiences and will advance further. Customer expectations will not stand still – disruptions have begun to rear their heads across industries – be in hospitality or automotive or retail. The next decade will witness even more disruptive changes in the way brands immerse themselves in experiences.
At Adobe we bank on technology and transformation. Our overarching platform, Adobe’s Experience Cloud – with Adobe Marketing Cloud, Adobe Analytics Cloud, and the new Adobe Advertising Cloud that leverages Adobe Sensei’s artificial intelligence – provides a comprehensive platform for brands to officially ride the experience wave. And while we know that technology is not magic, we believe it can certainly be the magician.