Digital tools supporting hyper-personalized customer services is the business model of the future, notes the head of digital software at Tata Consultancy Services.

Digital technologies are transforming every aspect of our lives — at home and at work — and how we interact with others. As customers, we are now empowered as never before.

These technologies have put enormous power in our hands, and our expectations from companies are skyrocketing. What does this mean for businesses?

Simply this: They need to keep the customer at the center of everything that they do and offer a superior experience. Customers will choose companies that offer them hyper-personalized and differentiated experiences, says Seeta Hariharan, general manager and group head at the digital software and solutions group at Tata Consultancy Services.

In a conversation with Knowledge@Wharton, Hariharan explains why it is imperative that companies understand their customers’ needs and offer them the right products and services at the right time and in the right context.

*[This feature was originally published by Knowledge@Wharton, a partner institution of Fair Observer.]

The views expressed in this article are the author’s own and do not necessarily reflect Fair Observer’s editorial policy.