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LET BLOCKCHAIN BOOST CUSTOMER EXPERIENCE

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Chandra Surbhat

by Chandra Surbhat, Vice President & Global Head – Connected Customer Experience, Business Application Services, Wipro Limited

Investments by brands in driving unique, personalised, consistent and seamless experiences for customers across all interactions, touch points and channels, has certainly increased speed and convenience for customers. With the exponential increase in customers’ appetite to demand a better-connected experience, brands must stay relevant by adopting the next wave of disruption. Organisations are investing more to drive this further – by reimagining their business process to harness machine learning, leveraging augmented and virtual reality, digital assistants, conversational interfaces that mimic natural human interactions.

Chandra Surbhat

Chandra Surbhat

Despite adopting these technologies, however, trust still needs to be built over the course of generations and is lost quickly in the case of any negative situations. Blockchain holds the potential to shape the future of the connected customer experience, helping brands to build, accelerate and sustain trust with their customers, while significantly transforming speed and convenience. Particularly as GDPR rolls in, blockchain has become more important than ever as it secures information and data on behalf of the customer. Most of all, in an economy that depends on the customer experience, blockchain holds the key to disrupting almost every industry.

Blockchain: why it will change the system

Data is the hottest commodity of the digital world, but the “virtual” individual is owned by intermediaries. Every interaction with a bank, a government, or social media leaves behind a trail of crumbs which the individual cannot control or own. With blockchain, an individual will be able to only share information necessary to receive the service, and in future the individual’s information moves from being a free commodity to an asset which the individual controls and monetises.

GDPR has created an opportunity and necessity for organisations to drive more trust with their employees. Today, large organisations have over 100 processes sharing employee data with third-party organisations with no transparency with their employees. Through blockchain, organisations can drive transparency on information-sharing and provide an option to consent or revoke consent placing the individual in control of the way their personal identifiable information is shared or managed.

Blockchain is an open, distributed ledger that can record transactions between two parties directly with no central node, accomplishing this efficiently and in a verifiable and permanent way. Each party would have access to the entire database and its complete history as well as the ability to verify any records without an intermediary.

Once a transaction is entered in the database and the accounts are updated, the records cannot be altered.Various algorithms and approaches are deployed to ensure that the recording on the database is permanent, chronologically ordered, and available to all others on the network.

How does blockchain work in the banking world?

Banks are known to use ledgers to maintain a database of every account transaction. They work as a trusted entity to supervise and check the authenticity of a transaction, simultaneously updating the ledger so that people can trade without any concern about frauds.These ledgers, however, are centralised and black-boxed. Blockchain decentralises the same record-keeping functionality by creating an ecosystem wherein a ledger is distributed across a network, and is updated as and when a transaction takes place.The updating of the ledger is managed through a consensus algorithm, thereby maintaining its authenticity.

With every contract, transaction, payment, agreement, process, task digitised that is protected from tampering, deletion and shared with all, blockchain will drive trust, speed and convenience by eliminating the need of intermediaries, banks, lawyers, brokers etc.

VAST: How to test blockchain’s impact

Speed, convenience and trust also form the key elements of the framework used to evaluate the addition of initiatives such as blockchain to drive a connected customer experience (CCX). This framework, VAST, stands for Value creation, Authenticity, Simplify and Time. Blockchain can be tested through the VAST framework to evaluate the relevance and impact of its initiative for a connected customer experience.

  • Value creation

Blockchain has enabled IT to move from the transmission of pure information to the transmission of value. An asset on blockchain will help unleash its value and enables customers to buy, and settle transactions without intermediaries.

Imagine a music company or song writer chooses to put their composition or copyright on blockchain. Now once these assets are put on blockchain, customers can easily trade with complete trust. Through blockchain the musicians and song writers can get paid directly by their fans and get better monetary value for musicians while providing instant gratification to their fans.

In Banking and Payments, blockchain can provide a reliable alternative to time consuming and expensive intermediaries.Blockchain can enable the exchange of value with greater effectiveness and with far lesser costs.

  • Authenticity

Customer experience issues today like missing luggage, food gone bad, delayed delivery of products are addressed only through monetary compensation. Repeated occurrences of such issues can break the customer trust. Moving entire supply chains on blockchain can help organisations to transparently share the exact problem area for an issue and fix it. This will be a significant boost to customer’s brand experience.

Similarly, in a supply chain or a food processing industry, goods can be tracked and managed much more efficiently by putting the whole food supply chain on a blockchain network. A third of food produced is damaged before it could reach the platesi, due to the long chain of procurement which passes through farmers, brokers, warehouses, processors, wholesalers, retailers, logistics and regulators. This results in either discarding the produce or using the foul produce in the processing of some other product, thereby compromising the end user experience. Managing this process using blockchain would allow a retailer or manufacturer to track the exact point in the supply chain, where the food had turned substandard and help them take necessary steps to avoid the experience issues. The same technology could also make an end customer fully aware about the entire process of food processing supply chain and lend more transparency to product claims of organic and geographic sourcing among other things thereby exponentially increasing customer loyalty.

Consider a second-hand vehicle market: a buyer has an ocean full of uncertainties regarding the authenticity and condition of the vehicle. Now, if the buyer can access the complete details about the vehicle, right from the contact of first owner to the latest accident and servicing, it will surely lessen the buyer’s uneasiness and will help them make an informed decision.

In a world increasingly being captured by a parallel counterfeit market, blockchain could act as an advantage to the brands by providing trusted and readily available data about the complete life cycle of a commodity, starting from its inception.

  • Simplify

Through a customer centric approach for process re-imagination and by leveraging consumer technologies, simplified experiences are created. Blockchain, with its ability to eliminate intermediaries, can significantly enhance this simplification. For electronic voting, which has been a dream for governments and citizens alike, traditional technology could provide a solution but blockchain gives citizens a view to confirm if their vote was cast and counted as well.This could also drive citizens’ participation in democratic processes on an ongoing basis for key decision making with voting being made available electronically and less expensive.

  • Time

A world where differentiation is rapidly becoming difficult, the speed of execution helps the brands in maintaining an edge over competitors.

A document such as a letter of credit, that usually takes three to four weeks to process, could be made available to customers in just few hours.In the B2B world, dramatic change can take place if the time taken to pay suppliers changes from weeks to a couple of days.

Smart contracts, that can be written in blockchain, executes as soon as the underlying agreements are fulfilled, thus eliminating expensive contract disputes and implementation challenges by taking it away from human intervention. These features would not only enhance the CCX but would also help the companies to get the maximum out of their workforce by expediting the whole process.

Driving future experience for a connected customer

With the Internet of Things (IoT), devices will need to securely communicate with each other and take decisions as well on behalf of the customer. Blockchain can be the ledger for IoT communication and transactions.Imagine a light bulb getting power from neighbour’s solar panel, blockchain can offer a moving, storing and managing value and peer to peer communication in the IoT world.

Leveraging the VAST framework, brands can frame their next series of actions to drive customer experience with the help of blockchain.

In the age of “experience economy”, blockchain has the potential to disrupt every industry. The technology should be tapped to transform connected customer experience by enhancing speed, convenience& trust.

Reference: i – IFAO – http://www.fao.org/food-loss-and-food-waste/en/

Business

Tech talent visa sees 48% increase in applications over one year as global founders look to the UK

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Tech talent visa sees 48% increase in applications over one year as global founders look to the UK 1
  • Demand for Global Talent Visa applications has increased over two consecutive years since 2018 – up 45% and 48% respectively
  • Demand is expected to increase from 2021as, from January, the Tech Nation Visa will be opening up applications to exceptional tech talent from the EU hoping to work in the UK
  • 52% of those endorsed for the Tech Nation Global Talent Visa are employees, while 28% of those endorsed are tech founders
  • App & software development, AI & machine learning,and fintech are the most common sectors for visa holders. Most endorsed applications come from India, the US and Nigeria
  • 41% of Global Talent Visa applicantschose to reside outside of London to work in the UK’s strong regional tech hubs

Today, Tech Nation, the growth platform for tech companies and leaders, launches a new report, which reveals changes in the international talent landscape and growing interest in the Global Talent Visa.

The Tech Nation Global Talent Visa

As the race for global tech talent heats up, many countries have been making their pitch to attract the best and brightest tech talent to grow their tech industries and create jobs. The Global Talent Visa, for which Tech Nation is the official endorsing body for Digital Technology, plays a key role in enabling international tech talent to contribute to the UK economy and to the growth of high priority sectors such as AI and Cyber.

The visa has seen applications increase significantly over the past two years, with 45% and 48% increases respectively. Since November 2018, the Tech Nation Global Talent Visa has received 1,975 applications and endorsed 920 visas from over 50 countries worldwide. Demand is expected to increase in 2021 with the EU coming into the route.

52% of those endorsed for the Tech Nation Global Talent Visa since 2014 are employees at some of the UK’s leading tech firms, helping to fill existing talent gaps, while 28% are tech founders bringing ideas, talent and capital into the UK’s fast growing tech sector. In 2020, the visa enabled 421 founders to set up business in the UK, up from 400 in 2019.

This global talent is distributed right across the UK. 41% of endorsed applicants for the visa are based outside of London, working in the UK’s strong regional tech hubs. App & software development, AI & machine learning, and fintech are the most popular sector destinations for visa holders, reflecting growth in those tech sub-sectors. India, the US, and Nigeria are the top three countries from which exceptional talent has come into the UK with the Tech Nation visa.

A surge in demand and interest

Labour markets around the world and in the UK have undergone profound shifts in 2020. The data released today shows that there has been a 200% increase in the volume of users in the UK searching online for terms explicitly related to ‘UK tech visas’ between April and September 20201. This surge in interest to work in the UK’s digital tech sector is reflected globally too, with a 100% increase in users internationally searching for these terms in countries like the US and India.

Digital tech roles remain in high demand in the UK. Cyber skills are becoming increasingly important within the UK, particularly in regions such as Wales and the East and West Midlands where there has been a huge increase in demand between 2017 and 2019 (351%, 140%, and 86% respectively). Demand for AI skills has increased by 111% from 2017 to 2019, with Northern Ireland and Wales seeing the greatest increases in demand – 418% and 200% respectively.

Minister for Digital and Culture Caroline Dinenage said: “It’s no surprise the UK’s world-beating technology sector appeals to international talent. Our dynamic companies reflect the UK’s long-standing reputation for innovation and are renowned on the global stage. We are open to the brightest and the best talent, and this visa scheme makes it easier for companies across the country to recruit the talent they need to grow.”

Stephen Kelly, Chair of Tech Nation, comments“The UK is a global talent magnet for Tech founders. The UK provides rich opportunities for entrepreneurs to set up,  flourish and scale a business. The Global Talent Visa is crucial to making this process easy and accessible. Tech Nation’s Visa Report shows that, despite the pandemic, international interest to work in the UK tech sector has never been higher. Attracting tomorrow’s tech leaders to the UK is crucial to the continued growth of the sector, the UK’s place in the world, and driving the nation through recovery to growth in the digital age.”

Trecilla Lobo, SVP, People at BenevolentAI and Tech Nation Board Director, said: “The UK tech ecosystem continues to contribute to the creation of jobs and to innovative products and services. The Tech Nation Visa enables the UK tech sector to maintain its competitive advantage by attracting the best talent in specialist skills in tech, research and AI and a more globally diverse perspective to help us innovate and create amazing products and services. As an immigrant to the UK in my late teens, the UK visa scheme has enabled me to bring my experience, expertise and contribute to the people agenda for tech scale-ups in the UK, and helped me build a successful career in tech. I am really excited that the Tech Nation Visa will open opportunities and streamline the visa process for future global tech talent.”

Hao Zheng, Co-founder & CEO at RoboK, based in Cambridge and Newcastle, said: “I decided to work in UK tech because of the well-established ecosystem, world-class research and innovation and the high-level of experience that is extremely valuable for startup technology companies.”

Congcong Wang, Head of Operations at TusPark, based in Cambridge, said: The UK is a world leading innovation hub, particularly in the fields of AI and Healthcare. Its environment fosters young talent, breeds disruptive innovation and creates amazing companies. Also, the culture of the UK is nurturing and tolerant for innovation, as it is considered a “safe place” for those inspired to take on the more risky route of entrepreneurship.”

Sumit Janmejai, Data-Driven Cybersecurity Professional at Capgemini, based in London said: “Having studied in the UK and worked with UK professionals, I could appreciate the fact that the UK is fast becoming the center of innovation, research and development in the Tech Industry. Besides that, the country offers an excellent life, welcoming culture, and a safe environment. It was an easy choice.”

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Business

Are bots eating your Facebook budget?

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Are bots eating your Facebook budget? 2

By Mike Townend, founding CMO of Beaconsoft Ltd

In an increasingly digitised world, social media has arguably become the most powerful and influential tool at the disposal of businesses, both large and small.

With more than 3.6 billion active social media users worldwide today, it is no surprise that many companies view it as an unparalleled means of marketing their products and services to new and otherwise unreachable audiences, as well as an opportunity to better understand consumer demand and habits.

Facebook is often regarded as one of the very best social media platforms for marketers – not least because of its targeted digital advertising service – but many firms using it may not realise just how much of their budget could be being wasted due to ad fraud.

Numerous studies suggest digital ad fraud affects between 10% and 60% of all types of digital advertising, with businesses of every size falling prey to so-called ‘bots’ – automated programs used by scammers to undercut deals, divert visitors or steal clicks.

But how do bots work, how might they be affecting businesses’ Facebook budgets, data and analytics, and what can be done to combat them?

How do bots work?

A report published by security firm Imperva found that bots – both good and bad – are responsible for 52% of all web traffic, while a separate study by White Ops concluded that as much as 20% of websites that serve ads are visited exclusively by fraudulent click bots.

In simple terms, a click bot is specially designed to carry out click fraud – in other words, the bot poses as a legitimate visitor to a webpage and automatically clicks on pay-per-click [PPC] ads, buttons or other types of hyperlinks.

Their purpose is to trick a platform or service – in this case, Facebook – into believing that real users are interacting with the webpage, app or ad in question.

Usually, bots will not just click a link once; they will click it over and over again to give the impression that the webpage is receiving a high level of traffic.

Why is this a problem?

The presence of click bots on Facebook is particularly problematic because they can effectively drain a business’ online marketing budget without many of its targeted ads reaching real users who might have a genuine interest.

There are a number of reasons why click fraud could be used – for example, competitors may employ a ‘click farm’ – a group of low-paid workers or bots hired to click on paid advertising links – or organised criminals may have found a way to profit from clicking on a business’ links.

In other cases, apps and software are created to collect the payout for a company’s ads, often with the help of bots.

Mike Townend

Mike Townend

Considering the average cost per click in the UK is £0.78, according to Hubspot, with some ad campaigns for popular key phrases running at £10 per click, or even more, it is clear to see how easily this could mount up if a firm’s budget were to be hijacked by scammers.

How might bots affect data and analytics?

Negative click bots have the potential to produce skewed analytics from Facebook advertising campaigns.

Because many businesses are unable to distinguish between fake clicks and legitimate ones, the data that they collect can lead to false conclusions and decisions that could have a detrimental impact on the business. For example, firms may choose to overspend or under-invest on a campaign based on findings that are substantially erroneous.

Businesses must be confident that they are making sound decisions that are informed by reliable data and analytics – and fortunately, there is a way that they can do this.

Taking the fight to the bots

There are a number of methods that firms can use to identify bot clicks, some more straightforward than others.

Frequently checking Facebook analytics for irregularities in traffic that could be attributable to bots can make this task considerably easier.

Specific things to monitor include the average number of page views, the average session time, and the source of referrer traffic – if there are any glaring anomalies in the data, bots could be the source.

Big spikes in page views caused by a higher number of visits than usual can also be indicative of bot activity and are especially dangerous given their propensity to slow down the page for genuine visitors.

Once malicious traffic has been identified, steps can then be taken in blocking it at source, although this is not a simple process and requires technical knowledge and know-how.

After removing negative click bots, companies can take comfort in knowing they are optimising their campaigns by gaining accurate insights that help to increase efficiency, lower the cost per visit, and improve return on investment.

Conclusion

Defeating the bots that are impairing a business’ performance on Facebook is by no means easy, and it requires time and effort to keep malicious traffic under constant surveillance.

Having experts on your side who are well versed in identifying and removing instances of click fraud can help to turn the tide in the battle against bots and ultimately allow a company to make big savings on its advertising spend.

Firms not only owe it to themselves, but to their customers also, to knock these harmful and disruptive programs offline for good.

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Advanced Acquiring: How can omnichannel merchants optimise all payment needs through one provider?

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Advanced Acquiring: How can omnichannel merchants optimise all payment needs through one provider? 3

By Marc Docherty, Head of UK Acquiring / Large – Strategic Business, Ingenico, a Worldline brand

Today’s consumers are constantly moving, buying across multiple touchpoints, devices and channels, thus driving significantly greater transactional volume. Against this backdrop, in order to capture and harness the market potential, omnichannel remains an essential strategy for merchants while conducting business operations.

Driven by consumer demands regarding a richer, more personalised and seamless buying journey, ease of use and frictionless transactions have always defined the terms for omnichannel success. However unsurprisingly, payments processing is not always at the forefront of merchants’ minds, hence, more often than not, businesses find it difficult to capture the fundamental importance of a seamless experience.

As a result, they risk not only alienating and losing customers and leaving revenue on the table, but also inefficient management of their costs by missing important savings on acquiring fees. It is therefore prudent for businesses to consider how best they can provide a frictionless experience if they want to remain competitive and ensure conversions in this increasingly fast-paced world.

Understanding how payments processing works

Innovation and efficiency in payment processing is often focused on the transaction itself, helping merchants conduct sales and process payments faster and through more convenient platforms, such as online and mobile. All these transactions, irrespective of the channel used or their value, might take only seconds to complete, however behind the scenes there are many different industry players (including an acquirer, an issuer, the payment gateway, the card network and the merchant), working together towards the same goal: making sure the payment process is flawless, secure and fast.

In theory, the payment should pass from each party without the customer ever noticing, however with a multitude of different providers at each stage, this process can be prone to errors or extra time added to the transaction, leaving shoppers with a disappointing payments experience hence less likely to return for another sale.

Much the same as their consumer counterparts, merchants also appreciate seamless experiences, frictionless integration and having everything in one placeThey want to focus on their core business without any restrictions or having to worry about declines, chargebacks or interchange feesAs such, consolidating all this information in a single, comprehensive view will be a key asset for merchants, providing them with full visibility over their processes.

Marc Docherty

Marc Docherty

Offering the most relevant payment methods at the checkout is key

Local and alternative payment methods have enormous potential to drive greater value to merchants not only by expanding reach but also by strengthening the merchant – customer relationship. According to findings from a recent Capgemini report, online retail growth, coupled with the rapid adoption of transparent payment experiences and alternative payment methods will continue to drive non-cash transaction momentum, which is expected to reach 1.1 trillion by 2023.

Yet, while accepting a wide but relevant range of payment options at checkout will drive shopping enthusiasm and maintain consumer loyalty, this can add different complexity levels to the checkout process, depending on several factors, including performance, security, design, the merchant’s business size and geographical reach. Add targeted marketing programmes, product development and delivery strategies, return policies, risk and fraud management to the priorities list for merchants and surviving the long road ahead might easily become daunting.

That’s why, instead of trying to do it all by themselves, merchants should make it a top priority to partner with a competitive acquiring provider who can do this for them, ensuring the balancing act between security, flexibility, frictionless payments and speed.

By working with a partner that is acquirer agnostic and understands both business requirements and the importance of providing operational excellence, merchants can benefit from cost savings for each transaction with the different payment methods they offer. Furthermore, by working with a single acquirer better reconciliation for merchants will be achieved, thus ensuring faster payouts.

A full-service solution to rule them all

With coverage and expertise in over 120 countries, we are perfectly placed to assist businesses in delivering their expansion strategy in their home market or across borders. Our Advanced Acquiring full-service solution is a modular offering that addresses merchants’ needs for a more unified experience, including acceptance, payment gateway and acquiring.

What better way to expand geographical reach and boost revenues than by offering the most relevant payment methods for your target markets, while at the same time improving cash management with some of the fastest payouts on the market and keeping track of transactions and settlements into one unified omnichannel reporting solution which covers all your payments needs?

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