Digital Transformation X Customer Experience

By Maria Geokezas, VP of Client Services at Heinz Marketing
Digital transformation is inevitable, just like death and taxes.  As the world becomes more complex and increasingly digital, companies need to remain relevant and maintain their competitive edge.  To do so, IDC forecasts worldwide spending on technology and services that enable digital transformation will reach $1.97 trillion in 2022.  It’s not easy to rationalize this level of investment so organizations focus on the technology and the efficiencies gained rather than improving the value delivered to customers.
So, how do you protect and improve your organization’s customer experience through digital transformation?  Here are some thoughts:
Business objectives.  First focus on the business objectives and let the objectives define the technology needs and requirements.  The most senior leaders of the organization need to embody these objectives with a compelling mission that demonstrates their values are aligned. Then, begin to peel down one business unit, one product