Creating new avenues for growth and innovation through human-centric interactions

Dynamic realities demand agile strategies, far removed from those found in traditional marketing playbooks. For enterprise leaders, the challenge lies in determining where to invest, with some short-term customer behaviors and preferences set to fade over time while others gain more prominence and eventually replace the old. Automation-led analytics across the customer lifecycle and touchpoints can provide direction on the experiences and interventions end customers, whether they be businesses or individual consumers, value and unveil next best actions.

The increased penetration of digital channels and virtual experiences and events, and their accelerated adoption, a result of necessity and “nudging”, is creating a new set of opportunities. Human-centric experiences that establish emotional connections and enable personalization at scale will fuel conversion and deepen brand affinity. Innovation in business models, product and service delivery and contactless processes, all backed by a combination of creativity, content, marketing technology, agile execution and quality assurance, and extended through robust partnerships and collaboration across the enterprise ecosystem will open up access to new markets and audience segments, and consequently revenue and growth.