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Technology transformation in the age of the customer

In today's competitive landscape, the pace of commoditization is rapid. Technology has created a form of disintermediation, where customers have the ability to leverage publicly available content online to educate themselves about a product or service. As a result, it's more challenging to differentiate your value to customers and prospects.

We are in an "experience" economy, where companies that create, sell and/or deliver a positive product or service experience enjoy competitive positioning and premium pricing advantages. Organizations need to consider customer experience management and experience innovation as two of the most important strategies to transform and grow your business in this experience economy. Consider these three digital technology innovations focused on engagement effectiveness, engagement efficiency and engagement intelligence to improve your customer's experience and enable your organization's desired level of growth.

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Todd D. Wilkerson
Director

Co-authored by Jeffrey J. Vrabel

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