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RESEARCH, ANALYSIS & TRENDS

Data centricity is key for customer centricity, which lies As technology continues to advance, technical skills
at the intersection of data and culture. However, only become less critical. Uniquely human skills such as
36% of leaders effectively use data at the start of every empathy, critical thinking, and problem solving become
creative process, and almost 20% use data more important as they play a crucial role in driving the
retrospectively to post-rationalize creative approaches. success of an organization.
An organization’s priority must shift to collecting and
dissecting the right data for more strategic, meaningful, 5. Leaders need to understand how
and structured use right from the start. Additionally, it is technology can help augment human
vital that the insights are contextualized by how the skills.
pandemic has changed customer behavior.
The emphasis on business leaders in 2021 will be on
3. The line between functions within an the importance of investing in both technology and
organization will blur as delivering skills to create engaging, valuable customer
innovative experiences becomes a experiences that will endure. According to Simon Dale,
company-wide mandate managing director of Adobe SEA, leaders have to
understand the power of an integrated customer
Deeper cross-department collaboration will become key journey management, which will be a key challenge in
to business success as organizations aim to become the path of digital transformation. Aspects such as the
more agile with CX. It is vital for the C-suite roles to ability for organizations to rapidly take data from insight
take joint ownership of customer experience, which will to action will be crucial in a business environment that
allow companies to understand the various aspects of is certain to be fluid and turbulent over the next year.
customer journeys. For leaders, the challenge lies within recognizing this
power to augment, enhance, and empower your teams.
4. Focus on creative skill development
needs to accelerate Creativity for leaders means finding innovative
solutions to problems. By challenging the status quo
In 2021, leaders have to look into fostering and inspiring their team to do the same, those who
entrepreneurial skills that can be applied across embrace a creativity-led leadership approach will excel
business functions and roles. Adobe CQ insights saw in the new year.
just 25% of APAC respondents leading the way with To find out more about the creative leadership trends
driving creative skills needed to navigate transformation and Adobe CQ, feel free to read the full blog post here.
and change.
By MediaBUZZ

February 2021: Conversational & Event-Triggered Marketing 5