Digital, MarTech and CX Transformation

Creating exceptional omnichannel consumer experiences often necessitates brands to adopt a data-driven approach to their digital transformation initiatives. Each component of their IT ecosystem, from establishing a foundation with data platforms to effectively integrating data and analytics across all components, plays a crucial role. By ensuring strong data & analytics connections among these interconnected blocks, brands can ultimately construct & enable an ecosystem that facilitates seamless omnichannel consumer experience. This strategy relies on a three-layer interconnected framework: LAYER 1: Data Strategy → Digital Transformation LAYER 2: Digital Transformation → MarTech Transformation LAYER 3: MarTech Transformation → AI driven Omnichannel CX This podcast explains how and where ‘DATA’ needs to be integrated and leveraged within each of these layers. Look forward to your feedback and suggestions. Source Article: https://medium.com/@28thjun/how-to-use-data-to-transform-omnichannel-consumer-experience-cx-4582ea232305

In today’s hyper-connected world, brands are laser-focused on creating memorable Consumer Experience (CX) journeys. By employing omnichannel strategies, they aim to provide seamless experiences across every touchpoint, using data-driven approaches and advanced marketing technologies. However, to truly transform into a preferred brand and foster long-term relationships, businesses must evolve beyond the short-term CX focus. The future lies in cultivating a Customer Lifecycle Experience (CLX), an approach that nurtures relationships over time to maximize total lifecycle value from each customer. Read More: https://medium.com/@28thjun/transform-from-customer-experience-cx-to-customer-lifecycle-experience-clx-09e5ebd38c68

Nishith Srivastava, Vice President of Continental Europe at Tech Mahindra, approach of ‘looking inside the box’ signifies a paradigm shift—a shift towards innovation rooted in practicality and customer-centricity, redefining the way businesses perceive and embrace innovation in the digital age. In a dynamic landscape defined by rapid technological advancements, Tech Mahindra stands at the forefront of innovation. With a steadfast commitment to delivering transformative solutions, the company adopts a unique approach—one that involves 'looking inside the box' to contextualize innovation. At the helm of this endeavour is Nishith Srivastava, Vice President, Europe at Tech Mahindra, who provides invaluable insights into the company's strategic deployment of innovative solutions devoid of mere buzzwords. Amidst this vast landscape, there exists a unifying horizontal—the BORN XDS. This integrated entity, comprising 31 niche agencies acquired over the past five years, serves as the backbone for Tech Mahindra's CX, eCommerce, Experience Design, and Martech transformation services. Connecting creative, content, and commerce, BORN XDS is an award-winning, global agency that helps brands with digital transformation. The company produces unique brand experiences by connecting ten specialisms that serve as the foundation of the digital economy: creative design, content production, commerce enablement, conversions (visitors to customers), cloud technology, cognition (analytics), cohesion (integrating all the systems), consulting and completeness (connecting brand experiences) across all channels. BORN XDS's current and past clients include; Fossil, Red Bull, Funimation, Textron, Maxim Semiconductor, Tag Heuer, DVF, Nestle, Hanes, Ferragamo, Bulgari, Razer, Sotheby’s, Tetley Tea, Lorna Jane, Razer, Glanbia, Medifast, Harley Davidson among others. Source Article

With McKinsey’s projection that Generative AI (GenAI) could contribute up to $4.4 trillion in global annual productivity, it’s clear that the technology will have transformative effects across industries. Notably, Sales and Marketing, which McKinsey estimates will contribute a significant portion of that value, stand to benefit from GenAI in numerous ways. As marketers face rising customer expectations, they must find ways to use GenAI strategically to enhance the entire consumer experience. This involves rethinking how they approach data analytics, content generation, campaign management, and performance measurement. This podcast explores how Generative AI (GenAI) can be used to improve the entire consumer experience in the marketing technology (Martech) ecosystem. GenAI can revolutionize how brands approach data analytics, content generation, campaign management, and performance measurement. By using GenAI for tasks such as predictive analytics, automated content creation, and AI-driven campaign optimization, marketers can personalize customer experiences, automate repetitive tasks, and achieve better results. Embracing GenAI is essential for businesses looking to enhance their brand's MarTech capabilities and provide a superior customer experience. Source Article