The document discusses how organizations can improve customer experience (CX) through digital means. It introduces a framework for assessing an organization's CX "fitness level" across culture, analysis, rational needs, and emotional connections. Depending on whether an organization is rated as endangered, exposed, a contender, or a champion, different initial focus areas and next steps are recommended to strengthen CX capabilities with digital. The overall message is that organizations must continually adapt to evolving customer needs to remain competitive.
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