As brands increasingly adopt a digital-only strategy, customers are becoming confused by choice and that, in turn, is taking its toll on purchase decision-making. Wayne Hull, MD of Accenture Digital Africa, says for brands to survive they need to adopt an “intelligent customer management” approach quickly. This is essentially where platforms “combine attributes and preferences” using advanced analytics to design “previously unimagined experiences” that build brand loyalty. “The digitisation of everything is a disruptive step-change that affects every sphere of business. While this poses a number of challenges in terms of how companies today engage with key stakeholders, particularly their customers, this technology-driven transformation is also creating opportunities for businesses to disrupt markets and gain a significant competitive advantage,” he says. Among many challenges posed by digitisation is “the overwhelming choice customers face in everything they do”. This new paradigm,...

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