Organisations to deliver hyper-personalised experiences in the post-digital era

The enterprise is entering a new “post-digital” era, where success will be based on an organisation’s ability to master a set of new technologies that can deliver personalised realities and experiences for customers, employees and business partners, states Accenture Technology Vision 2019. This annual report from Accenture predicts key technology trends that will redefine businesses over the next three years.

According to this year’s report, “The Post-Digital Era is Upon Us – Are You Ready for What’s Next?,” the enterprise is at a turning point. Digital technologies enable companies to understand their customers with a new depth of granularity; give them more channels with which to reach those consumers; and enable them to expand ecosystems with new potential partners. But digital is no longer a differentiating advantage, it’s now the price of admission.

In fact, nine in ten (90%) business and IT executives in the UAE surveyed believe that digital technologies – specifically social, mobile, analytics and cloud – have moved beyond adoption silos to become part of the core technology foundation for their organisation.

There has been a big appetite for digital transformation in the UAE, backed by the government’s UAE Artificial Intelligence 2031 strategy. In 2018, the UAE Central Bank announced its cooperation with the Saudi Arabian Monetary Authority (SAMA) to work on a digital currency that will facilitate financial transactions between the two countries. More recently, the Roads and Transport Authority (RTA) announced in March that autonomous taxis are ready to be introduced on Dubai roads, after successful trials on the smart vehicle.

“The UAE has always been one step ahead when it comes to embracing technology and our survey results are a perfect reflection of this trend,” says Alexis Lecanuet, Accenture’s regional managing director for the Middle East and Turkey. “As the nation prepares to increasingly implement ground-breaking technology, local organisations must leverage these innovative tools to create hyper-personalised experiences for their customers and continue to build trust.”

According to the report, innovation for organisations in the post-digital era involves figuring out how to shape the world around people and pick the right time to offer their products and services. They are taking their first steps in a world that tailors itself to fit every moment. It’s a world where products, services and even people’s surroundings are customised and where businesses cater to the individual in every aspect of their lives and jobs, shaping their realities.