Paper Title
Digital Transformation, Personalization and Cultural Shift: Connecting the Dots

Abstract
The challenges in implementing the digital transformation is not just about the adoption of latest technologies but about finding out what’s best for your business and bringing a holistic cultural shift within the company. The crucial pillars of any organization are processes, policies, people and of course technology which ought to be at the core focus for this radical transformation. We are all in a transition phase, shifting towards optimizing the efficiencies and running the business in the smartest possible way. This change from traditional outlook and practices to a digital ecosystem requires more than just getting the best software developed on the latest technology or buying the best solution from the market. A technological change alone will not solve the problem rather a perfect alignment of data-driven culture and technology with an apt blend of personalization is the call of the hour. Gone is the era where personalization was only restricted to e-commerce or B2C businesses. To ensure the longevity of your business, it is important to understand the growth engine that drives your business. And understanding your customers is a critical part of it. The paper emphasizes on the fact that while personalization is the best way to simplify and shorten the customer relationship process, it’s also imperative that the brands must understand and connect with their customers on a deeper level to see the best results. In this dynamic era, each moment of truth must connect consumer intent with the desired outcome. The future of brands depend on identifying these new moments and learning how to make each micro-moment matter by deploying a radical digital strategy with a fine blend of personalization. Just having customer focus is not enough but customer obsession is the way forward if they want to ace the business. The key is how best one can imbibe this radical transformation into the organizational DNA and culture. Keywords - Digital Transformation, Personalization, Cultural Shift, Moment of Truth, Customer Obsession