Our Digital Transformation strategy is about bringing in a Simplified, Seamless, Consistent and Channel Agnostic Customer Experience

—Neeraj Singh CIO & President, Apparel and Retail Business, Aditya Birla Group
SnipNeeraj Singh

Going Digital – what does it mean to you and your organization?

For me, I believe that Digital is a Culture and not just Technology. Digital Transformation is a conscious movement from point solutions that deliver incremental value to integrated process and technology solutions that provide transformational outcomes in terms of Customer Experience, Business Efficiency, and Innovation. At ABFRL, Digital Transformation provides opportunities for our organization to acquire new customers, engage better with existing customers and reduce the cost of operations along with various other benefits that have a positive influence from a revenue and margin perspective.

It is about looking beyond marginal enhancements and rethink processes, creating a connected engagement enabled by meaningful application of Technology. It is not only about customer centricity, innovation, data intelligence and new value propositions, but also about streamlining processes, reduce costs and improve efficiencies across the transactional cycle by transforming.

What is your Digital Transformation plan, strategy and the deliverables you expect or are already coming in?

Our Digital Transformation strategy is about bringing in a Simplified, Seamless, Consistent and Channel Agnostic Customer Experience across channels through Agile Digital Capabilities. The past few years we have brought a series of exciting technological breakthroughs by Develop a suite of products and services to help our customers benefit every day that leverage digital solutions to transform and improve their operations through Virtual Stores. We have provided customers with a great commercial and shopping experience via a real personalized sales experience and greater transparency through Clienteling. The turnkey initiative that we have worked upon is that we have brought in a unified 360-degree view of our customers to get a complete understanding of customer wants, needs and future opportunities. More precisely define next best actions based on profile, behavior, and choice perceived by customers with more targeted offerings.

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