Digital is at the heart of business—reshaping customer interaction, rewiring how work gets done, and potentially rewriting the nature of competition in some markets. The underlying intent of digital engagement is simple: using technology to design more compelling, personally relevant, engrossing experiences that lead to lasting, productive relationships, higher levels of satisfaction, and new sources of revenue.
Tapping digital channels to advertise, market, sell, and provide customer care is far from new terrain for many companies. But today’s markets demand intimacy and synchronization across channels—providing seamless, personalized experiences to customers who are time-, place-, and context-aware.
Digital engagement presents new ways to enhance customer loyalty and competitive advantage. With more parts of the business becoming digital, the CIO has the opportunity to build a new legacy for IT as a responsive, forward-looking organization, an enabler of innovation, and a driver of digital engagement.
Barbara Venneman, principal, Deloitte Consulting LLP, describes how delivering relevant digital content to customers before, during, and after a purchase is important to building brand, loyalty, and a positive sentiment towards your organization.
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