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In partnership with TransSys Solutions, CNME hosted a roundtable discussion centred around how organisations can maximise business value by incorporating customer experience into their digital initiatives.

In this competitive digital age, new technologies are diminishing traditional marketing methods as customer expectations and behaviours continue to evolve. Businesses now need to ensure that they have a complete holistic view of their customer’s experience (CX) if they are to keep up with changing demands and stand a chance of competing in the digital space. “It’s now about tracking a customer’s digital body language,” said Stephen Fernandes, executive vice president, TransSys Solutions, who was representing the sponsor during the discussion alongside Prabu Balasubramanian, the company’s executive director.

The discussion began by analysing how best to capture customer experience through the use of beacon technology. Most commonly found in the retail industry, beacons can detect where a customer is at any given moment. From this, the retailer can push timely messages to promote products and increase sales volumes.

Ahmed Ebrahim AlAhmed, CIO, Nakheel discussed how precise location services could mutually benefit the merchant as well as the customer in a retail scenario. “Whenever a customer logs onto the public Wi-fi within a mall, they’re automatically giving the merchant the permission to access their social media applications,” he said. “This data can be used to analyse the customer preferences, and the merchants can then use this information to promote discounts and push them to buy products.”