In this article, as part of the series examining upcoming
2021 trends, we are going to look at the evolution of digital identity and humanised technology.
Digital identity
Tech giants are working on various legislation changes to protect user data
(GDPR, CCPA). For instance, Apple introduced “ITP” and planned IDFA updates,
Mozilla’s Firefox has an ETP” solution and Google
intends to modify third-party cookie rules. This will lead to the death of
cookies in 2021. Nonetheless, brands which have been investing in growing and
mining their first party data assets will have another opportunity. To make
sure that they are able to offer personalisation, they will have to leverage
digital identity. To do this, they need to align their first party data
strategy and technology stack to enable identity mapping.
Humanised technology
In 2020, companies were able to identify limitations in technologies that have
made them spend a lot of money without delivering efficient results. Such
examples are bots that are poorly constructed and cannot give you the right
answer or virtual machines that ask you several questions but are unable
to solve your issue. The problem here is that the human touch is lost and is
replaced with machines. As such, brands will have to re-prioritise the customer
experience and deliver the right balance between digital and human integrations
and personalisation
so that they can offer an excellent service.
Humanisation of digital services is necessary © Royalty-free image
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