Creating a seamless access experience with the digital double
Economics in the digital world has evolved in parallel with those of the physical world — moving from a focus on products to services and, now, experiences. Joseph Pine and James Gilmore first introduced the concept in their book[1], "The Experience Economy." There they observed that "getting personal with customers is the DNA of the Experience Economy." As consumers continue to accelerate their adoption of digital technologies, the Experience Economy has become firmly planted in the digital world. And end users have significantly increased their expectations for digital experiences that are tailored to their interests and needs at any given time. As a result, it has become imperative that organizations deliver digital experiences that are personalized, real-time, geo-sensitive, predictive and omnichannel. Moreover, the teams crafting these digital experiences require a proper methodology to represent personalization attributes firmly and securely in the digital world. The "digital double" is a concept created to address this need. The idea of a digital double first came to me in the spring of 2016. I was traveling to deliver a keynote at WSO2Con Asia (the APAC edition of WSO2's yearly user conference) on the topic "Building a Digital Enterprise: Learning from Experience."