Digital News Asia: Cognizant’s Vice President and Head of ASEAN and Greater China Says Code Halos Form the new Basis of Customer Relationships

“In today’s rapidly digitizing marketplace, organizations that cling to business models based on traditional approaches run the risk of becoming irrelevant and uncompetitive,” writes Jayajyoti Sengupta. “Hence, companies—those born in the digital era as well as those that are long-time industry stalwarts—are increasingly figuring out how to apply social, mobile, analytics and cloud (SMAC) technologies, as well as sensors and the Internet of Things (IoT), to achieve unprecedented business advantage.” Excerpts:

“To win the ‘code rush,’ companies are attempting to identify value creation opportunities in the digital economy, to reinvent enterprise processes and reshape customer experiences.

One of the most prominent touch-points of this ‘code rush’ that is highly developed and has the greatest impact is the customer interface—what we call customer ‘Code Halos’ or the digital fields of information that surround customers, result from their digital footprints, and form their virtual identities.

By gathering data and leveraging insights to enrich the customer experience, customer ‘Code Halos’ form the new basis of customer relationships.

The digital customer interface has become the focal point for businesses as Code Halos potentially allow the promise of mass customization and personalization for the customer to become a reality.

Cracking the Code Halo, embracing the digital trace and deciphering the fingerprint, are all activities that are opening up completely new, uncharted territories and launching a new gold rush—of potentially unprecedented dimensions—in which code is the new gold.

As the Code Halo thinking unfolds, enterprises are placing customer at the center of the corporate strategy to create more satisfying and personal experiences that drive innovation, loyalty and performance.

Businesses that are furthest along in collecting and using customer data are seeing measurable return on their data programs. They are able to maximize insights and foresights gleaned from the customer interface—where personal, process, organization and device halos intersect.

Creating a gestalt from these digital details can make all the difference. This need for clairvoyance is exactly what Code Halos can fulfill, and many enterprises recognize this.

Digital tools and techniques are advancing the way companies interact with customers and the ‘code that knows’ is the catalytic converter for this necessary business transformation.”

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