To create the sophisticated and modern experiences that customers increasingly expect, experience teams must be multidisciplinary and include experts from other capabilities across strategy, engineering, data and product. Customers won’t see much of their work directly, but by bringing in all of the elements of digital business transformation, the experience will evolve to continuously meet demands.
Four major shifts in customer experience
According to Publicis Sapient CEO Nigel Vaz, digital business transformation is just business transformation for the digital age. It’s a holistic approach to changing the way a business thinks, organizes, operates and behaves. Experience is a central component.