What Is Digital Transformation? | IBM

Customer experience, or CX, is the sum of customers’ perceptions resulting from all their interactions with a business or brand—online, in-store and in day-to-day life.

In the end, all digital transformation journeys lead to the customer experience domain. Continually improving the customer experience is a competitive imperative for most organizations.

In the digital age, continually improving the customer experience requires continual digital innovation. It’s not just that customers expect to be able to do business anytime, anywhere and on any device—today customers depend on it.

They plan their mornings knowing their phones tell them exactly how long it takes to drive to work, and their evenings knowing they can meet the food delivery driver at their door. They ignore customer service call center hours, knowing they can get answers 24/7 from a chatbot. They stop saving receipts knowing that they can download their bank and credit card history at tax time (or anytime).

Customers count on these and scores of other digital innovations, and they are ready to count on new ones. Successful digital transformation positions organizations to anticipate and deliver the next innovations and experiences customers will want.