To create the sophisticated and modern experiences that customers increasingly expect, experience teams must be multidisciplinary and include experts from the other capabilities for digital transformation: strategy, engineering, data and product. Customers won’t see much of their work directly, but they will benefit from the experiences this work enables.
Four major shifts in customer experience
According to 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.