It’s that time of year again – holiday lights, sleigh bells and, of course, predictions for how the year ahead will unfold. Here’s what I see when I look into the snow globe of digital transformation:
There will be a huge shift toward selective customer intimacy.
With the rise of digital solutions, came a proliferation of corporate social engagement activities where all of a company’s customers were welcome to listen and comment online. But not all customers are created equal – and universal access didn’t translate into increased sales. Now, companies realize that hand picking select champions and giving them a differentiated experience has greater yield.