The customer experience used to be just about understanding your customers’ needs and patterns. Now it is about the customer journey. Can that journey exist as a mere transaction between buyer and seller; or is the that journey something more? Charlie and Frank discuss how companies must also be aware of the social issues their customers believe in and be sensitive to them. The journey means having empathy – a uniquely human trait. Now, your customer is paying attention to you through the totality of their engagement with you – at all levels. Can digital technology provide the necessary help in that journey? Two companies we discuss provide engines of contextual data. Can this provide a “Self-Driving Enterprise?” This is the big message of the Digital Experience Supply Chain - continuous, customer centric transformation.
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