Customer Experience Drives by Digital Transformation

In the article “How Customer Experience Drives by Digital Transformation” by Jennifer Lund, she talked about the relationship between digital transformation and digital customer experience. Nowadays, customers want to be connected in many ways so that businesses are expected to be in digital platforms to connect to their customers. Especially after the COVID-19, many companies increased their budget on digital transformation. The author mentioned some benefits of adopting a digital model as the image below.

As we all know, keeping an existing customer is much easier than attracting a new customer. Digital transformation is a convenient approach to interacting with customers and building consistent relationship with them. If the business can have highly engaged customers, they are more likely to spend more on products and have higher customer lifetime value (CLV).

The article provides suggestions on how to start with digital transformation as following:

1. Define your strategy first before executing digital transformation

2. Reimagine the customer journey

3. Create an agile, flexible IT environment

4. Personalize the customer experience

5. A seamless multi-channel experience

I think it’s never too late for a business to start a digital transformation. It provides much more opportunities to connect with both existing and potential customers. Moreover, digital platforms are convenient to analyze data and track customer behaviors. Customer experience is always the top priority for businesses to improve all the time.

• Note: This article is a class assignment for BUS 465 — Integrated Brand Promotion and Advertising at NCSU Poole College of Management.