IT and its Evolving Role vis-à-vis Customer Experience

Most organisations have robust processes in place to manage their data. With content, however, it's a different story. IT has an excellent opportunity to leverage its expertise in agile collaborative systems and artificial intelligence to advance the organisation's digital transformation and customer experience agendas.

In the future, new technologies will emerge that analyse, manipulate and even generate content. That will help somewhat with the scaling issue. But the foundation will be the same: strong content management capabilities that are built into the modern digital experience platform.

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