Change inevitable in age of digitalization

WITH the rise of disruptors in business, companies are continuously challenged to innovate their way of doing business.

Carlo Santos, director for data analytics and intelligence in corporate communications of Globe Telecom, said everything in a company can change in the age of digitalization.

“Your employees can change. Your products can change and disruptors are bound to compete with you in the industry you’re in,” Santos said.

Automation, artificial intelligence, robots and self-service kiosks are slowly being introduced by companies to stay ahead in a market that’s going digital, he said.

Companies are also investing a lot in data analytics to know their leading consumers and interpret it to strengthen their marketability.

“They are investing a lot in trying to understand their customers and trying to use that data to know everyone, especially their target market,” he said.

Santos said that as the market goes digital, companies, too, should invest in attracting younger consumers.

He added that since the market is going digital, it would mean that consumers are shifting to smartphones when it comes to their needs and wants.

“Smartphones and smartwatches have data and give it to the different apps that you have. Part of that paints a picture of what you are,” he said.

He said the customer’s demographic like age and profile are used to better understand them.

“That’s how serious the big companies are to better understand the audience and they want to personalize what products they are offering,” he said.

Santos advised companies to follow suit and personalize to appeal to their audience in every industry they are in. “One way for us to be relevant and to stay that way is to personalize things to a specific target market. And one of the things that’s in right now is sustainability,” he said. /