"Our digital transformation was motivated by our overall business vision, the fear of becoming irrelevant, and the need to be customer-centric. As such, we started our digital journey with product innovation, moved on to growing brand awareness and improving performance, and now focusing on enhancing the customer experience," Davies explained.
Yes, the customer is still king in the digital era
From left to right: Sharon Yeo, co-founder of TalentTribe Asia; David Walker, CBG & Digital Bank, head of IT Strategy, Architecture & Engineering Technology and Operations, DBS Bank; Bharathi Viswanathan, P&G's CIO for ASEAN and APAC & China Sales Systems Leader; and Daniel-Zoe Jimenez, research director for Digital Transformation and Big Data/Analytics, IDC Asia Pacific (moderator)
Being customer-centric is key for digital native enterprises such as Procter & Gamble (P&G). "Consumer understanding is at the heart of everything we do. Besides conducting focus groups, we also do social listening and customise our promotions, selling strategy etc accordingly," said Bharathi Viswanathan, P&G's CIO for ASEAN and APAC & China Sales Systems Leader.
Similar to P&G, DBS Bank also believes that consumer understanding is key in the digital era, and that data is the enabler for that. "Data is in everything we do. We get data on where customers fall out, how they are using money, [and tweak our strategy according to those insights]," claimed David Walker, CBG & Digital Bank, head of IT Strategy, Architecture & Engineering Technology and Operations, DBS Bank.
Attracting the right talent
Having the right talents is key in enabling an organisation to operate as a digital native. To achieve that, companies need to invest in training their existing employees in digital skills such as social media and big data analytics, urged Sharon Yeo, co-founder of TalentTribe Asia.
She also suggested that firms allow their employees to work with partner startups on some projects to gain the necessary digital skills.
In addition, she advised companies to use innovative recruitment methods to attract new talents. "The way your recruitment is done attracts the type of people that will make a difference in your DX journey," she said.
Despite the various technologies available today, there is no perfect/one-size-fits-all solution. As such, organisations should carefully review their needs and purchase only what is really necessary for them. "[Even for infrastructure, you should] consume it the way that makes sense for you -- be it as-a-service, converged, purpose-build systems or software-defined," said Kris Day (pictured above), senior regional director, ASEAN, NetApp.
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