What is the most important consideration your company uses to formulate new strategies?
In today’s technology-driven landscape, many companies have hastily adopted technologies, such as chatbots and digital platforms, to interact with and serve customers. However, they often fail to understand what customers actually want and assess their readiness to embrace these technologies.
This workshop introduces customer centricity as a way of doing business that places customers (not products, services, or technologies) at the core of their strategies and designs everything else around this mindset. Participants will learn how to evaluate the impact of emerging customer interface technologies (including copilot and agentic chatbots) on managing business relationships through a customer-centric lens. This workshop will provide attendees with a roadmap to effectively utilize these technologies to drive success in the context of business relationships.
Key Topics:
- How digitalization is transforming business relationships
- Practical templates to assess your ambition with new digital technologies
- Building a roadmap for customer-centric digital transformation
Speaker:
Nima Heirati
Associate Professor in Marketing at Surrey Business School, University of Surrey
Dr Nima Heirati is the Associate Professor in Marketing at University of Surrey. His research relates predominantly to the field of innovation strategy, business relationships, and the impact of artificial intelligence on businesses. His specific focus is on the challenges involved in business relationships and business model innovation driven by servitization and digitalization. Before joining academia, he held senior positions as the marketing manager and business development manager at several manufacturing firms.
