In the heart of Makati City, an important gathering unfolded on the night of Nov. 14, as industry leaders and innovators gather for an event titled “Navigating the Future: Why You Need Digital Experience Analytics.” The atmosphere was filled with excitement and curiosity, as experts from various fields gathered to explore the transformative potential of digital information analytics in an increasingly digital world.
As the attendees of the event arrived, they were welcomed in a positive atmosphere that encouraged collaboration and cooperation. The event featured prominent figures in the industry, including Lito Villanueva, EVP and chief innovation and investment officer at RCBC; Claude Gomez, VP of Marketing & Ideas for GCash; Michelle Fernandez, VP of Digital Experience for GCash; and Cindy Deng, president and CEO at Data Analytics Ventures, Inc. Each speaker brought a wealth of knowledge and unique perspective on the critical role of digital analytics in improving customer engagement and driving business success.
The evening started with a welcome address from Kunjal Patel, SVP – head of sales for Asia-Pacific and Japan at Contentsquare. This was followed by a keynote speech from Lito Villanueva, who highlighted the change in consumer behavior brought about by the pandemic. The figures he presented were compelling, showing a significant increase in digital engagement among RCBC customers, who turned to its digital platforms such as Pulz and DiskarTech for their financial service needs. This shift was not just a temporary response to the epidemic; It represents a fundamental shift in the way consumers interact with brands, prompting businesses to reevaluate their strategies to meet evolving expectations.
As the discussions progressed, the challenges businesses faced in navigating the new digital landscape became more apparent. The main problem identified was the lack of information on customer navigation within digital platforms. GCash business leaders shared how the popular platform used Contentsquare’s digital analytics to provide insights into how customers navigate the GCash app, effectively track their customer journeys and democratize data across the organization.
The launch of Contentsquare, an intelligence platform, emerged as a key moment of the evening. The platform aims to bridge the gap in understanding the customer journey by providing unique behavioral data that illuminates the ways users use digital communication. The difference between working without Contentsquare and using your own resources was amazing. Without it, businesses struggle with disparate data and inefficient tracking. In contrast, Contentsquare offered a solution that enabled collaboration across multiple business units, breaking down silos and improving the overall customer experience.
The mechanics of how Contentsquare works were also a focus of discussion. Atheena Som, business customer success manager at Contentsquare, demonstrated how the platform uses autocapture technology to collect behavioral, performance and event data from web and app interactions. This data includes everything from swiping and scrolling to errors and friction points, providing a comprehensive view of user engagement. The emphasis on privacy and security was particularly reassuring, especially at a time when data protection is of utmost importance. The ability to analyze this data with just one click, combined with AI-powered insights, allows businesses to act quickly and efficiently, making informed decisions that can have a significant impact on customer satisfaction and retention.
As the evening progressed, the discussion shifted to the broader implications of digital information analysis. Speakers emphasized that understanding customer behavior goes beyond improving metrics such as conversion rates or overall promoter scores; it’s about creating experiences that people love and deserve. In markets where consumers have endless choices, the ability to eliminate friction and improve retention becomes an important competitive advantage.
Cindy Deng, a veteran executive in digital, data, mobile and retail solutions, shared her prediction that consumers will expect immersive experiences in the digital and physical worlds, creating a need for personalization of experiences.
Insights shared during the event underscored the need for businesses to evolve from responding to customer needs to anticipating them.
Networking opportunities flourished as attendees engaged in lively discussions, exchanging ideas and experiences. The event fostered a sense of community among professionals interested in using digital analytics to drive innovation. Many expressed eagerness to apply the insights gained from the evening to their organizations, recognizing that the future of business lies in understanding and improving the digital experience they provide.
As the night approached, a sense of hope and determination filled the room. The event not only shed light on the challenges that the digital age brings but also showcased the tools and techniques available to navigate these complexities. Leaders walked away with a renewed sense of purpose, armed with knowledge and insights that can empower them to guide their organizations into a future where digital experience analytics plays a key role in shaping customer engagement.
In short, Navigating the Future: Why you need Digital Experience Analytics was more than just an event; served as a clarion call to businesses to embrace the digital transformation journey. The discussions and insights shared emphasized the need to understand customer behavior in a rapidly changing environment. As the world continues to evolve, the ability to harness the power of digital information analytics will undoubtedly be a key driver of success for organizations striving to meet their customers’ needs in meaningful ways.
His views and opinions do not represent the views of FINEX.
Reynaldo C. Lugtu, Jr. is the founder and CEO of Hungry Workhorse, a digital, culture and customer experience consulting firm. He is a fellow at the US-based Institute for Digital Transformation and chairs the Digital Transformation IT Governance Committee of FINEX Academy. He teaches strategic management and digital transformation in De La Salle University’s MBA program.
rey.lugtu@hungryworkhorse.com
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