The explosion of digital technologies and the new possibilities they have created has dramatically reshaped customer behaviors and expectations, and the pace of change is only increasing. Customer interactions are evolving rapidly, the number of communication channels has exploded, and customers expect to engage across them seamlessly. As today’s customers segment themselves into tribes that share common mindsets and goals rather than age, gender or socioeconomic factors, consumer packaged goods (CPG) companies and retailers are experimenting with creating new human-centric experiences to better engage their customers, create higher value for them, and thus achieve much faster growth and better ROI.
This article will help you understand:
- How customer behaviors and expectations have changed in the digital age and why CPG companies and retailers must change their business capabilities in order to stay relevant
- Implications those changes have on the front-office architecture design to enable intelligent customer experiences
- How SAP C/4HANA can help CPG companies and retailers effectively engage with customers and consumers on different digital touchpoints
- Why choosing a human-centric and agile approach is key to success when designing for change and innovation
MEET THE AUTHORS
Dr. Ahmed Hezzah is a Technology Consulting Director with a solid track record in digital customer experience and front-office transformation, and deep industry expertise especially in consumer goods and retail. With over 20 years of consulting experience and more than 30 client engagements leading complex programs, implementations, and global rollouts based on different intelligent platforms, he has helped clients in different industries define their journey to the next generation CRM by adopting a human-centric agile mindset and using modern connected architectures and digital technologies, thus enabling them to build innovative and future-oriented solutions and experiences for their customers and employees.