Personalization and Transformation: A Conversation with Jesus Mantas of IBM Global Process Services

In today’s consumer-driven market, the word “personalization” is increasingly used (and often abused) when describing the ideal consumer experience — it’s become core to the lexicon of #digitaltransformation and consumer-driven marketing. But personalization, and the ultimate mass personalization at scale it portends, isn’t just about the consumer experience, it’s about transforming the roles, technology and processes of those employees and partners that enable that personalized experience.

Jesus Mantas has spent the last 30 years in the services and sourcing industry, most recently as the General Manager of IBM Global Process Services. As one of the sponsors of our recent Working Summit (“The Rise of the As-a-Service Economy,” May 12th, 2015 in Dallas, TX), we had a chance to sit down and ask him to share his personal perspective on personalization, business transformation, and the keys to creating provider loyalty in the emerging As-a-Service Economy.

A few key themes from our conversation:

On the As-a-Service Economy: We’re seeing a global shift, driven by the Cloud, massively available data, and the rise of mobility, all of which must operate in a secure environment; it’s a fundamental change in how we define value, which is opening up opportunities for innovative solutions that can be “consumed-as-a-service.” 

Describing the focus of IBM Global Process Services: It’s important to blend domain experience with industry verticals to help the CFO, CHRO, CSCO, and CMO achieve their goals — to help them through the transformation of their professions.

Regarding the role of personalization: We’re in a customer-centric market that is driving change within the enterprise — personalization is the new standard, and when you have better informed and engaged employees, those employees present a better experience to their consumers; the opportunity is to enable the end consumer experience through transforming the enterprise/consumer engagement.

On transforming roles: It’s not just about transforming the consumer experience, it’s about asking how we’re going to improve the job of the person delivering that experience.

Touching on the drivers of loyalty: When technology drives transparency, you see increased value; the winners in this market will be those that drive a new level of trust, based on the ability to deliver, and sustain, a better solution and a better experience.

Once again, we’d like to thank IBM Global Process Services for its sponsorship and making the time to be part of this conversation.