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Digital is more strategic now than it has ever been. The ever-evolving need of robust digital transformation is compelling organizations to rapidly adopt new technologies and innovations. Enterprises are realizing that digital transformation impacts every function within the enterprise, and customer experience (CX) is no exception. Customers are increasingly expecting a consistent, personalized, and omni-channel experience; and enterprises that can transform their CX by moving to an agile, data-driven, and digitally powered operating model will come out as winners in this landscape.

An effective digital transformation approach needs to be holistic—cutting across the people, process, technology layers—focusing on process optimization along with digital enablement of business processes. It also needs to be in conjunction with the underlying IT infrastructure and applications layer. To realize more value from digital transformation efforts, enterprises need a connected ecosystem of digital and process enablers coupled with contextual know-how and industry-specific nuances.

This thought leadership paper explores how an integrated CX transformation approach can help accelerate digital transformation by orchestrating multiple digital and process levers across IT infrastructure, applications, and business process layers, to achieve optimal benefits and deliver a superior customer experience.