Industries are shaped by innovation. For centuries, technology has been the key driver of definitive breakthroughs. In the early 1900s, it was Henry Ford’s assembly line. During the 1990s, it was the World Wide Web revolution. Today, it is digital transformation. This digital transformation trend has paved the way for businesses across industries to uncover previously undiscovered markets and offerings. And when it comes to an enterprise’s digital transformation journey, customer experience is one of the three key pillars, the other two being operational process and business models.
In today’s rapidly evolving market of undifferentiated products and services, customer experience (CX) is no longer limited to unilateral, one-time communications but a seamless continuum of interactions and experiences. Digitally enhanced products and services have emerged as the key component of enhancing customer experience across industries. But the extent to which digital tools can enhance customer experience is predicated on the digital maturity of the enterprise.