Today, customers are in charge. The rapid rise in digital technologies has enabled them to know more, expect more and be a lot less loyal. They expect relevant content delivered directly to them, information at their fingertips and first-class service at all times, however or whenever they are interacting with a brand. With technology being fundamental to all our lives, disruption is inevitable and no business is immune.

While there are many business benefits to digital transformation, it is customers that are driving the change. To keep hold of the always-connected customer, businesses have no choice but to embrace technology. That means embarking upon digital transformation, changing business models and adapting offerings to put the customer first. Businesses need to proactively anticipate customer needs, create personalised content and deliver exceptional experiences.