In the face of ongoing disruption, Boards cannot risk losing touch with changing customer behaviours. Emma Carroll explores how business leaders are using technology to stay close, while also embracing the power of their own imaginations.
Tech and data analytics have not only boosted the insight businesses can gain into their customers but have also raised the bar in terms of what those consumers now expect in return. The media and entertainment industry is a perfect example of this, where both agile new entrants and competition from adjacent industries have driven mass disruption over recent years.
Featuring Commentary From:
Sir Peter Bazalgette
, Chair, ITV: Your own instincts and imagination can be informed by data but shouldn’t be dominated by it.
, Head of UK&I, Tata Consultancy Services: Businesses believe that a data-led strategy is the way to go – as that allows you to have mass personalisation but also ‘the segment of one’.
, NED, Brewin Dolphin: At Tesco Bank, we had an ambitious transformation agenda underway, but when COVID hit, the ExCo engaged in a rapid-fire exercise to accommodate the new priorities.
, Account Director, Criticaleye: You need people with the right digital quotient and customer skills, unfortunately these are often in short supply.