Prashanthi Reddy, head of IT R&D and emerging technologies at Wasl Group, UAE. Expert in strategy, re-engineering & digital transformation.
I remember being a young, eager corporate professional, thrilled to join a retail giant during the early days of its digital transformation in 2010. At the time, the company’s e-commerce journey felt like a small, almost insignificant step in a massive organization. Yet fast-forward to 2016, and that digital platform was contributing 20% of overall revenue. Jump to 2024, and that same digital platform has now become the backbone of the retailer’s success—even driving growth in its physical stores.
So what made the difference? When I look back, it wasn’t any groundbreaking technology or a complex strategy—it was the relentless focus on reimagining our customers, over and over again.
Before 2010, in the pre-digital transformation era, our customer was “Her”—a singular, specific profile/persona. But as we moved into the world of e-commerce and mobile, that profile evolved into “Them”—a family of four. As the years went by, our understanding of the customer expanded further to include “Everyone,” defined by their demographics, ethnicities and cultural backgrounds. The key to our transformation wasn’t just adapting to technology but consistently reshaping our understanding of our customers and serving them better each time. If your business is on the same path, remember that digital transformation isn’t just about tech adoption. It’s about expanding your understanding of your customers and meeting them where they are.
Beyond Reimagining: The Role Of Data And AI
But was reimagining alone enough to fuel this transformation? Not quite.
What turned this into the most significant transformation for us was our approach to how we organized and leveraged data. We didn’t just reimagine our customers; we reimagined how we collected, analyzed and used data about them. This shift enabled us to create hyper-personalized customer journeys, where every interaction was tailored to meet the specific needs and preferences of each individual.
Through AI and data analytics, we developed a deep understanding of our customers’ behavior—how they interacted with our website, what products they searched for, how they navigated in-store and even their social media sentiments. These insights allowed us to anticipate their needs, recommend products before they even thought of them and offer timely discounts that aligned with their purchasing history.
Imagine having the ability to anticipate your customers’ needs, suggest products before they think of them or offer timely promotions based on their purchasing history. These tools aren’t just for tech giants; they’re accessible and powerful for any company ready to make customer-centric decisions.
Building Trust Through Predictive Insights
The role of AI doesn’t stop at personalization; it extends into building trust and creating meaningful relationships with customers. By using predictive analytics, we could reach out to customers before they even encountered an issue. What we discovered fairly quickly is that it creeped people out that the company knew about their activities in advance, but it also built trust. For example, if your analytics reveal a delivery delay, for instance, proactively reaching out to customers with updates or solutions can mitigate frustration and build a reliable relationship. With predictive analytics, you’re not just reacting to issues—you’re building a reputation as a dependable advisor in your customers’ lives.
In this way, technology became more than just a tool—it became a partner in building trust. It allowed us to move from being a reactive service provider to a proactive advisor in our customers’ lives. The transparency enabled by data analytics helped us earn customer trust over time, proving that our digital channels were just as reliable as the in-store experience.
AI As The Enabler Of Omnichannel Success
As our digital platform evolved, it became increasingly clear that digital transformation was not about moving customers from physical stores to online. It was about creating a seamless experience across all channels. AI allowed us to blur the lines between online and offline shopping by integrating customer data from all touchpoints. A customer browsing online could be greeted in-store with personalized recommendations based on their digital browsing history. In turn, their in-store purchases would influence what they saw the next time they visited our website or app.
Your digital transformation will also bridge online and offline experiences, creating seamless customer journeys across all channels. AI can help link data from various touchpoints, so a customer’s online interactions translate into personalized in-store experiences and vice versa. This omnichannel approach doesn’t just boost sales; it deepens customer loyalty by making every shopping experience rich, consistent and memorable.
The Future: AI As A Strategic Differentiator
As we look to the future, it’s clear that AI and data analytics will continue to shape any business’s landscape. The next frontier lies in understanding not just what customers do, but why they do it. By analyzing customer motivations and emotional triggers through AI, we can create even deeper connections, making customers feel seen, understood and valued.
Moreover, AI can help us navigate the growing emphasis on data privacy and security, which are crucial to maintaining customer trust. With predictive algorithms, we can ensure compliance with evolving regulations, while still delivering the personalized experiences that customers expect. This balance between personalization and privacy will be key to sustaining customer loyalty in an increasingly competitive market.
Reimagining Never Stops
Our journey has been driven by one core principle: reimagining our customers, supported by technology and insights. AI and data analytics guided us toward a future of personalized interactions, trust-building and deep customer understanding. Today, digital transformation is about using technology to forge lasting connections with customers. This journey continues, as we keep adapting, reimagining and listening to our customers.
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