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There\u2019s a tendency to talk about it in hushed tones, to give it bogeyman status. But you can declaw the big bad buzzword in one move. It\u2019s not big or scary, it needn\u2019t loom above your business, it\u2019s just another way of describing change and evolution.In the Eighties it manifested as call centres, then as the digital landscape began to take shape it was the internet, cloud computing\u2026now it\u2019s AI. At SAP Hybris LIVE, an exciting live-streamed global summit, we\u2019re about to hear what comes next \u2013 and what we should be doing about it.It\u2019s interesting to see how often we\u2019ve taken our cue from sci-fi, forecasting our future with our imagination. Whether the robot assistants of 2001: A Space Odyssey\u00a0or the tricorder from\u00a0Star Trek, parts of science fiction have often played an uncanny prelude to science fact.For Jamie Anderson, CMO of SAP Hybris, the real lightbulb moment was when he watched Minority Report. \u201cIt wasn\u2019t the chase scene or the arms-waving-around way Tom Cruise used the computer, it was the bit when he\u2019s going past a shop and it pushes a truly contextual piece of marketing at him. Suddenly I caught a glimpse of a real, believable future. But at what point do things like this get creepy? The simple fact is that AI scares us \u2013 look at films like Bladerunner, Terminator or Westworld \u2013 and the amount of things we can find out about a person from their Facebook likes is occasionally intimidating. But there\u2019s a positive side to it.\u201dThe positive comes in the form of a motivated, engaged consumer who is always looking for the next big thing, the next clever platform. Get it wrong and there\u2019s a very real risk that you simply turn off your customer and lose their good will along with their business. Do it right and your engagement will give them with a memorable, seamless experience that ensures they come back again \u2013 and that they\u2019ll voluntarily go from being a customer to an advocate.But as consumers adopt new technology and services with increasing speed, how can businesses scale to keep up with consumers. This is a big challenge, says Anderson. \u201cThe great majority of businesses simply aren\u2019t ready to support a mobile-first engagement with customers. Over half of them still can\u2019t be contacted by social media. And this in a world of 1.9bn smartphone users and 1.8bn Facebook users.\u201dFailing to deliver on something so basic as customer experience is no laughing matter. Businesses simply must transform in a way that keeps the customer at the heart of what they do. This is a hot topic throughout SAP Hybris LIVE. \u201cWe\u2019re aiming to redefine CRM to refine what we do,\u201d says Thomas Wasser, Global CRM Lead at ASICS. \u201cBusinesses have to be where their customers are. We used to be very distributor focused, but we realised we need to be closer to the end-users, to the people who are actually using our products and making sure that they get the focus they deserve.\u201dBut what does this actually look like? For Wasser it\u2019s a question of finding a focus. \u201cYou need to find the urgency in your business. We are focused around 2020, which as well as being a nice round number is the year of the Tokyo Olympics. And we are working towards it in small steps to get the story out across the organization. It\u2019s not one team driving change. It needs to happen across the company.\u201dThis is echoed by Richard Raj, Group Digital Solutions and Innovations Manager of Frucor Beverages. \u201cIn starting any journey of digital transformation, it\u2019s about engaging the whole company,\u201d he says. \u201cTo do that you need to create a movement and demonstrate potential\u2026and see it as a real opportunity to reimagine your business. For us, only a very thin proportion of our vendors are digitally native. So your partners need to understand the new world, but also how to help companies and teams to move there from where they are.\u201dThe challenge to keep up with the customer is perhaps greatest in non-tangible products and services such as insurance. \u201cIt used to be on our terms, but now it\u2019s the customer who drives what channels they use \u2013 both in claims and in sales,\u201d says Michael Gourlay, CEO of MSIG Singapore. \u201cYou have to understand that, like with disposable razors where the four-blade head is replaced by a five-blade version, the technology you\u2019re using will be replaced. So be prepared to be agile.\u201d In terms of advice for people who are embarking on their own journeys, he keeps it simple, straight forward, and practical: \u201cDon\u2019t try to do everything yourself. Learn to collaborate across channels and partners. And once you\u2019ve decided what you want to do, be bold. It\u2019s a big change of mindset but it\u2019s essential for success.”Don\u2019t miss out on all the great panels, insights and thought-leadership from SAP Hybris LIVE: Digital Summit 2017! Binge-watch the replays now!"},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2017","item":"https:\/\/www.the-future-of-commerce.com\/2017\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"03","item":"https:\/\/www.the-future-of-commerce.com\/2017\/\/03\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"08","item":"https:\/\/www.the-future-of-commerce.com\/2017\/\/03\/\/08\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"The digital challenge: To boldly go beyond disruption","item":"https:\/\/www.the-future-of-commerce.com\/2017\/03\/08\/digital-challenge-go-beyond-disruption\/#breadcrumbitem"}]}]