When future economists look back at the exact moment in time when digital transformation became a business priority as opposed to a marketing buzzword, the black swan event of 2020 is likely to be at the top of the list. The connected society was already raising the bar in terms of what needed to be done and when, but the global pandemic flagged up just how many holes existed in the fabric of what many thought was a digital world.
Fast forward to Q4 2021 and there is an argument that COVID-19 was exactly the sort of catalyst that companies needed to not only accelerate their plans for digital transformation but also ensure that they were able to think both digitally and effectively. Overnight, the health crisis made brands more aware of where the customer experience or touchpoints should be, with the pandemic driving change across all channels or portals.
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