Marketers Investing in Newer Technology capabilities Navdeep Singh Ahluwalia GM IT Dalmia Cement Bharat Ltd
Social media and the Internet have completely changed the way customers shop for information and buy products. The rapid adoption of social media has shifted the balance of power to the customer. The organizations are not the only one advertising/broadcasting; even customers are having conversations with each other on social media about different products and services. During 2015, Marketers would be facing challenges in understanding the requirements and expectations of the customers. Dramatic changes are occurring in how IT is consumed and delivered. This is most visible from the user perspective with mobile, wireless, and application stores. This also has significant implications on the service desk - especially as the sources for IT services expand. Further challenges will be on how to connect data that’s sitting both internally in existing CRM platforms and business silos with data from any possible external channels like Internet, social media. It’s the ability for customers to move from chat session to mobile app to store and, no matter which channel is in use, to still feel “known”. In other words, it’s about providing customer engagements that are relevant, convenient, responsive and reliable. Consumers expect so much—the immediate delivery, these incredible personalized offers. Marketers need to ensure their messaging and corporate persona are consistent across channels, while simultaneously exploiting each channel’s capabilities for what it can bring to the interaction. As they channel-hop, customers leave behind digital imprints, rich with data that marketers can collect and analyze to create ever more personalized and localized interactions. In response, marketers are investing in technology capabilities that enable them to track and analyze customer activities, anticipate needs, interact in real time and relay information across all channels. The result gripping, relevant, absorbing customer engagements that lead to lasting, profitable relationships, higher levels of satisfaction and new revenue. Marketers today are undergoing a dramatic transformation. Customers aren’t what they used to be, thanks to their always-connected status, the intertwining of Web and physical commerce, and the socialization of everything. In manufacturing, we know that challenges are constant - Markets shift, Technologies evolve, Competition escalates. More than ever, you must be lean, innovative and agile. New challenges are emerging that are forcing
Aerospace and Defence companies to re-invent themselves. Nevertheless, the manufacturing industry is in the midst of a renaissance, one in which efficiency, innovation, security, and customer engagement are increasingly important. Mobility, social media, cloud, and big data are driving this renaissance. The automotive industry is undergoing core changes that include shifting consumer priorities, expanding supplier networks, and an increased focus on new partners, non-traditional competitors, environmental impacts, and driver assistance. To drive innovation across your global design and engineering organization, you need collaborative solutions that reduce the time, cost and complexity of product development. Gain real-time visibility, control and synchronization that enable fact-based decision making, accelerated application of new functional and process requirements, better coordination and governance, measurable operational benefits, leaner ERP and increased plant floor agility. Innovation in IT requires a customer-centric view. Organizations must look beyond costs to assess investments based on incremental gains in speed and ROI. IT can use its influence for the business to meet its goals – introducing not just technology, but the processes and workflows that enable growth, improve profitability, increase agility, boost productivity, improve the customer experience, increase innovation and reduce risk.”
Technology Modifying the Traditional Business Mind-sets Rajesh Kapase Asst. Vice President - Information Technology First Flight Couriers Limited
“The tree of your passion only grows as much as the roots of your discipline As I have emphasized above, technology has become an integral part of every organization. Regardless of the complexity of the system or the size of the organization, one thing is certain - the incorporation of such technology or information systems will accompany change & discipline required to transform the mind-sets. Though it is a very challenging aspect to enable change at work place and drive engagements/collaborations. I have personally experienced a common theme; i.e. Information systems will change even more traditional supervisory relationships.”
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