This document outlines 7 lessons for successfully incorporating customer experience (CX) into digital transformation. The 3 key concepts that define CX are: 1) thinking by design by putting end users first, 2) agile development through frequent testing and iterations, and 3) leading with data by using insights from technologies like IoT and AI. The 7 lessons are: 1) keeping the customer in mind, 2) leading with data, 3) thinking by design, 4) advancing with AI, 5) taking an agile approach, 6) implementing CX harmoniously across channels, and 7) following the ROI. Companies that follow these lessons and put CX at the center of their digital transformation will be better able to engage customers continuously and drive profit

1. 7 CX Lessons
for a Successful Digital Transformation

2. Getting Your CX Right is Imperative
Many companies are
not putting
customers at the
center of their digital
transformation
Poorly designed
experiences create
inconsistent and
inauthentic
touchpoints with
the brand
Successful
companies are in
tune with their
customers and
create better CX
than their
competitors Creating a
differentiated and
competitive
experience is a
major driver of
profit and recurring
revenue
Three concepts
need to be
followed to put CX
at the center of
digital
transformation

3. 3 Key Concepts Define CX
Thinking by Design: Put end users first and address their
environment, wants, and needs
Agile Development: Rely on frequent tests and iterations,
and continuous customer learning
Leading with Data: Use data from technological developments
such as IOT and AI to generate more rounded insights on
customer preferences
These three critical concepts underline the 7 CX lessons for successful digital transformation
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4. CX Lessons for Digital Transformation
1. Keeping the Customer in Mind
2. Leading with Data
3. Thinking by Design
Companies can begin their digital transformation by learning from
the seven CX lessons
5.Taking an Agile Approach
6. Implementing CX Harmoniously
7. Following the ROI
4. Advancing with AI
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1. Keeping the Customer in Mind
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Businesses tend to
see CX solely either
in terms of
customer
acquisition or as
customer service
Instead think
broadly about
customer
preferences, and
design an
experience that
enables continuous
engagement
Ensure individual
business units do
not innovate in
silos, but contribute
to the whole
organization and
customer
experience
A poorly designed
CX transformation
can actually worsen
the overall
experience a
company provides
Netflix put CX at the
heart of its digital
transformation to
trump competition

6. 2. Leading with Data
1. Understanding the needs
of your customers and how
they want to engage with your
brand is key
2. Businesses must generate
insights about the customer
experience across the entire
customer lifecycle
3. Automakers are using IoT
sensors to collect data on
car users and extending the
customer relationship beyond
the point of sale
4. BMW is testing car-sharing
and parking-space reservation
apps to provide essential and
loyalty-generating experiences
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3. Thinking by Design
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Rich data sets about
customers and their
environments should
inform design thinking
These insights can
produce ideas that can
be tested rapidly
through prototypes
Following trials and
customer feedback, the
CX can be refined and
brought to market
MassMutual
created an
education-based
buying experience
to target a younger
demographic for
life insurance

8. 4. Advancing with AI
2. AI can sharpen customer
segmentation, personalization
and targeting
4. Amazon’s grocery store uses a
combination of cameras and AI
to track customers in the aisles
and make payments automatic
3. AI that captures and makes
sense of structured and
unstructured data enables
delivery of superior CX
1. AI can help companies spot
trends and predict customer
behavior
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5. Taking an Agile Approach
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Agile development is
crucial to designing
great products and
customer experiences
Frequent testing ensures
quick development and
pressure testing of final
products and services
Refining ideas via
iteration and market
inputs reduces chances
of failure
Insurance provider
USAA opened
a design studio to go
beyond solutions
typically offered
by insurers and
improve CX

10. 6. Implementing CX Harmoniously Across Channels
1. Consumers are demanding
consistency between a company’s
CX and UX across all channels
2. Websites, social media,
online search, and even
voice activated devices
must integrate seamlessly
3. It is crucial to have a
single view of each customer
that combines data from all
interaction points
4. Nationwide Insurance
customers now receive the
same experience via email,
mobile apps, and Amazon’s
Alexa
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7. Following the ROI
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To generate value
from CX investments,
organizations must
share customer data
across business units
and functions
The data will show
whether the company
is attracting new
customers, retaining
more customers, or
increasing sales
For instance, sales
data must be visible to
service and marketing
to discover cross-
selling opportunities
Once CX ROI is
established, the
evaluation must be
integrated into the
design process

12. Prepare for CX-led Digital Transformation
1. Be aware of customers’ rapidly changing behaviors and
preferences
2. Digitize business processes and operations in ways that
generate a superior customer experience – before and after
the purchase
3. Use customer data to create new experiences—and build
evidence-based business cases to justify investment
4. Factor in changing customers’ needs, wants, and
environments in the CX design process
5. Ensure that digital transformation provides the right
experience with the right strategy.
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13. 7 CX Lessons
for Successful Digital Transformation
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