66 CHAPTER 4 Digital Divide Summary: Making Tech Personal, Social, and Experiential 67 To continually create a novel customer experience is a chal- Does technology enable Does technology address continuous customer human selective attention by lenging feat. But with digitalization, companies can speed up the experience innovation? enabling personalization? time to market for customer experience innovation. It is easier SELECTIVE for companies to perform rapid experimentation, concept testing, CONSTANT ENGAGEMENT ATTENTION and prototyping in the digital space Digital customer experience innovation, however, has moved away from merely changing user interface design. From chatbot EXPERIENTIA PERSONAL Does technology enhance Does technology allow ability to deliver better high- HIGH-TOUCH INTERACTION TynaIAIGNI CONTROL humans to maintain contro to virtual reality to voice control, emerging technologies are trans- touch interaction? by allowing customization? forming how companies communicate with customers. Tech- nologies such as AI, the IoT, and blockchain are also improving SOCIAL the back-end efficiency and therefore enabling a faster customer PURSUIT OF NTERPERSONAL experience. ASPIRATION CONNECTION Does technology uplift Does technology facilitate quality of life by driving interpersonal connection Summary: Making Tech Personal, social aspiration? among humans? FIGURE 4.2 Technology Compass: Making It Personal, Social, and Social, and Experiential Experiential The digital divide still exists. It will take at least another ten years to reach universal Internet penetration. But access alone does not REFLECTION QUESTIONS end the digital divide. To become a fully digital society, we need to apply technologies in all aspects of our lives, beyond merely online communications and social media. Despite fears and anx- . What are your personal views on technology? Think about how technology can empower or disrupt your organization. ieties brought forth by digitalization, the benefits for humanity . Assess if the technologies currently implemented in your orga- are apparent. nization enable you to provide personal, social, and experiential In Marketing 5.0, businesses need to demonstrate to the cus- solutions to your customers. tomers that the correct applications of technology may improve human happiness. Technology enables a personalized approach to solving their problems while still allowing optional customiza- tion. Customers must be convinced that digitalization does not kill social relationships. Instead, it provides a platform to build a more intimate connection between customers and their commu- nities. The human-machine dichotomy needs to end. To deliver superior customer experience, the integration of high-tech and high-touch interactions is imperative (see Figure 4.2). EBSCOhost - printed on 3/2/2022 3:56 PM via UNIVERSITY OF MARYLAND GLOBAL CAMPUS. All use subject to https://www.ebsco. com/terms-of-use EBSCOhost - printed on 3/2/2022 3:56 PM via UNIVERSITY OF MARYLAND GLOBAL CAMPUS. All use subject to https://www.ebsco.com/terms-of-use