MIT Sloan Management Review Article on Putting Customer Experience at the Center of Digital Transformation

Digital transformations are happening everywhere as companies of all sizes across the globe contend with the changing nature of using new technology to deliver value to customers. What started simply enough as a new way of interacting with customers through the internet and mobile devices has evolved into a full-fledged business mandate to grow stronger, faster, and more efficient by building personalized customer experiences powered by data intelligence. Too often, though, “digital transformation” itself can feel like a buzzword, as companies rush to streamline operational efficiency and impress end users with slick new interfaces, without a focused approach to the real challenge at hand: How to deliver superior customer experiences in the digital age.