VIEWPOINT
BUILDING A DIGITAL DNA JOE BAGULEY, VP & CTO VMWARE EMEA, ON HOW TO FULFILL CONSUMER CRAVINGS FOR ELEVATED ‘DIGITAL EXPERIENCE’
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he business-consumer relationship has been challenged by a world gone digital. As organisations work to discover their digital identity, growing consumer expectations are placing online experiences under a microscope. Evidence shows that many people are digitally curious, with 42% of consumers globally who think the increased presence of digital experiences in their daily lives is exciting rather than scary. Data also shows 46% of people are using a specific brand service because of its superior digital offerings in the market. This is great news for organisations out there who are currently rethinking, adapting, or creating their next digital strategy move. 16
CXO INSIGHT ME
APRIL 2021
However, despite this digital appetite, consumers have been left feeling underwhelmed in the online services they’ve been served up; a judgement business cannot afford to ignore. As digital connectivity continues to improve the quality of leisure, work and daily living, today’s consumer is increasingly reliant on the functionality of their tech, and the possibilities it provides. And with this comes the opportunity for businesses to increase the diversity of their digital services – but in a way that separates them from the competition. Over the past 12 months, many organisations have been forced to adapt their business strategies almost overnight to function primarily if not entirely online. Innovation has been palpable. For example, American
Hospital Dubai, a premier private healthcare provider in the UAE, used its advanced digital platform to help transform a hotel into an operational, 390-bed field hospital for COVID-19 patients, including secure access to the main hospital IT services. It also used its digital platform to strengthen remote-working capabilities for the hospital’s administrative employees, which included call center, finance and HR functions; and launch a new telehealth service, months earlier than planned, to ensure patients can still access medical experts and treatments. The hospital was able to provide muchneeded medical support to patients and, as a result of accelerating its digital projects, is better positioned than ever to provide the best medical care now and in the future.
