How digital companies are mastering the art of being different

Why businesses are installing codeless application fabric platforms to span their enterprise; to personalize their customer experience and drive out the final bastions of human-in-the-loop process wastage.

Businessman image

Differentiated experiences customers notice

It’s about the small things. The ease at which, as a customer, you can apply for a loan, register for a service, pay a bill. These are characteristics of ‘the craft’ of running a digital business that sets businesses apart from their rivals today.

Applying technology innovation to marginal gains theory

It’s about what Dave Brailsford (the coach that took the British Cycling team to Olympics success and, in doing so, made history) called marginal gains. This means bringing attention to detail on the customer experience that applies ‘1% improvements’ to every nuanced step of the customer experience. This, to ensure that customers can find and get to what they want faster, simpler, better.

The battle to out-innovate competitors

What we’re seeing presently in some industries — like financial services and retail — could be best described as a digital innovation gold rush. There are so many places where new forms of digital technology can fashion a small improvement that capable firms are employing internal fast-track tech teams to grab fistfuls of this new goody bag of tech to start eradicating human-in-the-loop process steps.

Businesswoman using laptop

Customer Data Platforms and Cloud Application Fabrics — the future of customer experience

Where the state of the art in customer experience innovation is moving to a new battleground for technology in the clouds. Digital leaders know they can innovate faster, and show meaningful returns, only when they can truly harness enterprise data to show meaningful improvements. This is causing digital leaders to explore smarter ways to make sense of customer data (learn about Customer Data Platforms here), harvest data; and build applications designed to perfectly fit customer experience needs.

Adopting an AppFabric for your business is a decision to invest in creating a differentiating customer experience

Businesses are moving to application fabrics from the previous soup of SaaS solutions, slow-burn enterprise core business systems, and spreadsheets to fill and automate the void between websites and delivery systems. They are making a choice to make their processes ‘different’ to competitive rivals, instead of accepting the vanilla process enablement solutions that came before, to make every enterprise work in the same way.

Happy customers icon

Where next?

With the adoption of application fabrics, we could be looking at a very different kind of competitive advantage. Advances in the enterprise architecture like this — that meld data organization with applications design into a single toolkit that spans all enterprise activities — present new agility opportunities for customer experience chiefs. It means they can make substantive enhancements to processes over time, and implement them faster, at a much lower cost of change. Using no-code editing of applications — and fusion teams that harvest ‘how-to’ knowledge from the business stakeholders that really know their subjects — leaders now have the means to constantly tweak every cog in the customer experience until it is performing to its optimum.

Ian Tomlin


Ian Tomlin is a marketer, entrepreneur, business leader, and management consultant. His passion is to help make great ideas happen. Relentlessly optimistic about the potential of technology for good, Ian’s 30+ year career has focused around the intersection of strategy, technology, and marketing. He writes on subjects including enterprise computing and organizational design. He also works as a consultant and advisor to the executive teams of PrinSIX Technologies, Answer Pay, and INTNT.AI, helping to rethink their marketing in order to tell their brand story.