1.Overview
Technology has evolved over the years at a rapid pace propelling digitalization evolution for all walks of life. Likewise, emerging technologies have exerted an unforeseen impact on the business world. With new technologies being deployed at this fast rate, companies need to ride along with the trends. They relentlessly learn the imminent technology and understand its integration into their business. The list includes ever-evolving AI integration, data science, blockchain, reality virtualization, and so on. Businesses should keep abreast of technology and readily apply what is best for them. They are in the race to deploy and maximize the value of technology investment for improved productivity to serve the customers better.
On the other hand, customers are always socially connected in this unprecedented era fueled by social media and cutting-edge technology. They are more open and willing to express their views and opinions with their high level of involvement in social media and AI chat programs. Providing and meeting customer needs is critical to make or break for firm’s survival. Therefore, innovative technologies are becoming one of the pillars of business success if they are integrated into customer-centered strategies. Hence, a customer-centric culture entwined with innovative technologies is necessary in the consumer-dominated era. Having said that, how well the firms leverage the new technology tools that are supported with the right customer-oriented strategies in maximizing the return on investment. Therefore, it should not be restricted to merely new technology adoption. The transformation should provide the need for a fundamental shift to integrate the technology with firms’ entire business ecosystems.
2.Objective and Impact
The main objective of this book is to understand the relevancy of new technologies and how they are accomplished with the strategies to pursue customer centricity required to meet customer demand. After all, it is the customer requirements that should be prioritized and better served by catering to their needs. Furthermore, it endows the business and academics to search for the right ways and approaches to adapt to the fast pace of market demands in global business and rapidly evolving new technology in the digital landscape.
This book aims to include a review of the current phenomenon of business usage of new technologies and expected prediction for its viability for customer-centric strategies. The rapid growth of new business models and the technicality of innovative tools include machine learning, deep learning, block technology, the Internet of Things, and other trendy tools and applications. It also considers the customer involvement in the co-creation and value proposition to let their voice be heard, especially in social media and AI-driven chat. In short, consumer involvement can be penetrated with the availability of omni-channels to them. Hence, it is anticipated that the business strategies rollout can be moved towards a customer-centricity orientation as customers today can be readily connected to the business firms. Similarly, business firms can make use of new technology such as big data analytics and artificial intelligence to filter the tailored needs. This book draws from a wide range of technologies used in today’s digital marketplace as well as recent developments and empirical research on online consumer behavior.
Hence, this book contributes to the new aspect of technology use for business by revolving the customer needs in embracing new viable technology implementation into successful strategies within the rapidly changing digital landscape.
3.Target Audience
-Business managers who are running and operating the online business.
-Scholars and researchers in digital business and marketing.
-Students, especially post-graduate students in business courses.