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Tech Girl: Business leaders’ 2018 predictions include a common theme: technology and customers

By in Press Enterprise on February 3, 2018

By Courtney Kaufman

To get some insights into what we can expect in 2018, I reached out to a few Southern California executives in varying fields and asked them to share their predictions for the year.

Once I gathered the data, a few themes emerged. Not surprisingly, many of them had to do with technology, or the impact technology is having on other areas of business.

Here are a few of the trends we can expect in 2018:

The customer experience is everything

When I asked local business leaders about their predictions, I was surprised at how many of them used the phrase “customer (or client) experience.”

Kathleen McEntee, president of Kathleen McEntee and Associates, offers this insight to businesses, “Enhancing the customer experience is transforming the way we do business. And, ‘customer’ includes prospects.”

Many of us think about customer experience, but how many of us are thinking about the experience that a prospect has in their earliest stages of interacting with us?

If an exceptional customer experience is required from the first interaction, how can we provide that?

“Technology will be key in sending the right message at each touchpoint, from initial engagement through delivery.” said McEntee. “Videos to personalize the touch, animations to educate and differentiate, and social media to establish thought leadership will become part of the marketing mix for successful, customer-centric companies.”

Labor challenge

If you’ve tried to hire someone in the last 12 months, you know how challenging it can be. Unemployment is around 4.1 percent in California – the lowest it has been since January 2001. Competition for great candidates is fierce.

Patti Cotton, executive coach and organizational development consultant and contributing columnist at the Press-Enterprise, had advice for companies who wish to remain competitive. “Disruptive technologies and shifting demands continue to shape the future of jobs and wages. The organization must require personal leadership at all […]    

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