Digital innovation is not about chasing tech, but the customer

DIGITAL innovation may be one of the most prominent business buzz phrases today, but industry leaders say the trend involves far more than just the digital realm.

Shaping a successful digital innovation strategy requires organisations to consider the customer first, as well as a combination of factors depending on the nature of their business.

"The first thing in terms of a digital strategy is not to chase technology; chase after your understanding of the customer," said Tan Tong Hai, CEO, StarHub. Citing StarHub's experience as an info-communications company, Mr Tan said customers may choose to engage organisations through digital platforms but may still opt to transact through physical stores where possible.