How the World Leader in the Employee Benefits Market Face the Digitalization Upheaval with Competitive Intelligence

摘要

As most of industries, the employee benefits industry isfacing a market transformation due to the digitalization,which can be defined as the use of digital technologiesand data to create revenue, improve business, replace ortransform business processes and create an environmentfor digital business, whereby digital information is atthe core. In this context, new expectations are comingfrom customers, new competitors are entering themarket such as pure digital players (e.g., banks), forwhich companies should adapt. Most business leaderssee the digital revolution as an opportunity, with thetwo main characteristics being enhanced, i.e. customerrelationships and greater value chain integration. It isimportant to take into account the proactive customerorientation, which means that nowadays, customersno longer only expect companies to respond to theirexpressed demands, but implicitly expect organizationsto anticipate and address their future needs before theyrealize them.