Opinion | Strategizing in the age of digital transformation

In an age when digital transformation has become the C-suite agenda, many companies are still finding it difficult to understand how to begin the process. Customer experience is a good starting point. Aided by technology, there’s a clamour among both Business-to-Business (B2B) and Business-to-Customer (B2C) companies in deepening customer engagement through hyper-personalized experiences across multiple channels.

It’s imperative to not look at customer engagement from a short-term perspective. The ‘journey’ does not end with the conclusion of a sale—it merely signals the onset of a fresh cycle. Importantly, a frictionless experience paves the long way towards brand advocacy and loyalty. It’s hard to earn these and, unsurprisingly, easy to lose them as well.