PHOTO:
Marten Newhall
Thirty-nine percent of companies are still in the process of digital transformation, according to User Testing's 2021 CX Industry Report.
While some companies, like Starbucks, have already met with success with their digital transformations, they are the exception to the rule. Most other companies are still just getting off the ground with their efforts and may not know where customer experience fits in these broader initiatives. For those companies, consultants and marketers offer the following advice.
Start With Enterprise Strategy
The single most important element of successful transformation is a coherent and well-defined enterprise strategy â not a specific customer experience or digital strategy, said Iliya Rybchin, partner with Elixirr.