{"id":795451,"date":"2022-05-30T13:57:36","date_gmt":"2022-05-30T13:57:36","guid":{"rendered":"http:\/\/test.daliworks.net\/index.php\/2022\/05\/30\/dt-cx-cases-en\/"},"modified":"2026-07-28T01:28:43","modified_gmt":"2026-07-28T01:28:43","slug":"dt-cx-cases-en","status":"publish","type":"post","link":"http:\/\/test.daliworks.net\/index.php\/2022\/05\/30\/dt-cx-cases-en\/","title":{"rendered":"Customer Experience (CX) Innovation Through Digital Transformation: Case Studies"},"content":{"rendered":"

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Customer Experience (CX) Innovation Through Digital Transformation: Case Studies<\/h2>\n<\/blockquote>\n

Customer experience (CX) has become a core ingredient of success. Organizations now need to rethink their operations and culture so that everything IT does is focused on the customer. Experts say the role of IT must move beyond supporting company products to creating the experiences customers actually want. Until recently, corporate strategy was aimed squarely at growth and was heavily product-centric. Customers were considered, but they were not the top priority. Over the past two years of the COVID-19 pandemic, however, that has changed dramatically. The customer is now always at the center.<\/span><\/p>\n

A customer-centric approach therefore calls for a different mindset and new ways of working. Companies need channels for gaining insight into what customers want. They can adopt agile methodologies in IT so that customer feedback flows directly into the software development process, or use new metrics to judge whether they are meeting customer expectations. Ultimately, all of this is about staying relentlessly focused on customers and never losing sight of them.<\/span><\/p>\n

What Is Customer Experience (CX)?<\/h2>\n

Customer experience (CX) is how a company interacts with all of its customers, whether in digital spaces, in the physical world, or in a combination of the two. The ultimate goal is to deliver experiences that delight customers.<\/p>\n

CX grew in importance during the pandemic as the world shifted massively to digital interactions, and some companies responded well. According to Forrester Research’s US 2021 CX Index, about 21% of brands achieved significant CX score gains compared with 2020. The pandemic forced brands in every industry to abruptly change their approach to customer experience, and they responded to shifting customer needs through digital transformation, new shopping options, and interaction models that emphasized safety. The higher scores can be attributed to the goodwill (CX equity) brands built with customers by creating experiences that kept them safe. The top 5%, the so-called CX elite, included brands such as Chewy.com, Etsy, Lincoln, Navy Federal Credit Union (NFCU), and Trader Joe’s.<\/p>\n

Most companies, however, still have plenty of work to do. They need to invest far more to deliver great customer experiences at scale and to create outstanding experiences that blend in-person and digital interactions. A new any-channel strategy is emerging, in which companies must provide consistent, delightful experiences across every channel where they want to engage customers.<\/p>\n

The CX Challenge<\/h4>\n

Many companies have recognized how important CX has become and are genuinely treating customer experience as a priority. According to IDG’s 2021 State of the CIO report, 78% of IT leaders said that interacting directly with customers had become more important over the past year. <\/span><\/p>\n

Because customer experience is so critical to business success today, it inevitably sits near the top of the agenda, and it simply cannot be realized without IT. Study after study shows that companies are competing ever harder to deliver positive experiences that set them apart. That leaves IT facing the challenge of providing the technology needed to support interactions that live up to customer expectations.<\/span><\/p>\n

How to Think About CX<\/h2>\n

Traditionally, the priorities were technology availability, greater efficiency, and infrastructure modernization. Availability, efficiency, and modern infrastructure still matter, of course, but the focus now must be on using all of those elements to create the experiences customers are looking for.<\/span><\/p>\n

First, though, there is another major challenge to solve: truly understanding the customer. Experts say the different parts of an organization must work together to connect with customers. Product marketing, in particular, is the team best positioned to identify what customers want. That makes it possible to capture the customer experience and analyze specifically what is needed, and IT then provides the technology required to meet those requirements.<\/span><\/p>\n

Bharat Poddar, managing director and senior partner at Boston Consulting Group, brings together what IT needs to build a strong customer experience program under the acronym MIDAS.<\/span><\/p>\n

\u2013 Measure: Measure business impact, moving beyond survey results<\/p>\n

\u2013 Innovate: Innovate by redesigning processes using human-centered design principles<\/p>\n

\u2013 Deliver: Deliver customer journeys by uniting frontline and back-end teams<\/p>\n

\u2013 Activate: Activate a customer-first culture<\/p>\n

\u2013 Synchronize: Synchronize and unify customer engagement across channels\u200b<\/p>\n

Ten CX Predictions<\/h2>\n

IDC’s top 10 CX predictions for 2022 and beyond are as follows.<\/span><\/p>\n

Paying for data:<\/b><\/span> By 2025, 35% of the top 2,000 brands in Asia-Pacific will openly encourage consumers to share personal data, offering cash rewards, services, and exclusive experiences in return<\/span><\/p>\n

Intelligent experiences:<\/b><\/span> By 2024, 25% of the top 2,000 brands in Asia-Pacific will invest in cross-organizational partnerships to deliver innovative connected experiences and reduce the cost of acquiring data<\/span><\/p>\n

AI arrives in financial services:<\/b><\/span> By 2023, 25% of banks in Asia-Pacific will use AI-based sentiment analysis to improve the customer experience of current and future products and services<\/span><\/p>\n

Perceptions of AI:<\/b><\/span> By 2025, 50% of the top 2,000 brands in Asia-Pacific will increase the diversity of their data science teams by 50%, improving trust in customer engagement through data privacy and globally trustworthy AI regulation<\/span><\/p>\n

Personalization first:<\/b><\/span> By 2026, B2B companies are expected to reduce marketing and sales staff touchpoints by 40% by offering highly personalized engagement powered by AI interactions and analytics<\/span><\/p>\n

Complaint tracking:<\/b><\/span> By 2024, 25% of companies in Asia-Pacific are expected to provide transparent tracking of customer complaints; as a best practice and a driver of future brand choice, 50% of companies will offer the service by 2025<\/span><\/p>\n

Customer data platforms (CDP):<\/b><\/span> By 2024, 30% of the top 2,000 companies in Asia-Pacific are expected to adopt next-best-action capabilities in omnichannel environments, creating demand for customer data platforms, omnichannel management, and customer service solutions<\/span><\/p>\n

Instant customer authentication:<\/b><\/span> By 2024, organizations in Asia-Pacific will overhaul their customer authentication processes to reduce errors during connection and securely recognize and authenticate customers within five seconds of connecting<\/span><\/p>\n

The return of analog experiences:<\/b><\/span> By 2023, 60% of companies will attempt to differentiate by recreating in-person experiences as a way to combat digital fatigue<\/span><\/p>\n

An AI-powered luxury revival:<\/b><\/span> By 2025, more than 65% of luxury hotels in Asia-Pacific are expected to deploy customer-facing smart assistants that use AI to drive better customer experiences<\/span><\/p>\n

CX Innovation Case Studies<\/h2>\n

1. Walgreens Boots Alliance Puts AI to Work <\/span>\"\"<\/span><\/h4>\n

Walgreens Boots Alliance (WBA) operates roughly 9,000 Walgreens pharmacies in the United States and about 2,300 Boots drugstores in the United Kingdom. Six months before the pandemic broke out, WBA moved quickly on a cloud-first business transformation so it could serve customers digitally, even during lockdowns.<\/span><\/p>\n

To date, WBA has administered 56 million COVID-19 vaccinations and 22.9 million tests in the US, powered by a digital transformation built on Microsoft Azure and cutting-edge technologies including MongoDB databases, Snowflake data warehousing, and the Spark-based AI platform from Databricks. Walgreens Boots IT leaders now plan to combine advanced cloud, data analytics, and artificial intelligence to deliver personalization at scale and strengthen online relationships with consumers.<\/span><\/p>\n

Entering year three of the transformation, WBA’s biggest priority is advancing its online pharmacy system through customer profiles and personalization at scale, so that more customers can manage their prescriptions online. Because consolidating and managing all of that data is the starting point for building customer profiles and personalization capabilities, WBA is building out its cloud services while balancing global capabilities with localization.<\/span><\/p>\n

Walgreens Boots Alliance CEO Rosalind Brewer said the cloud infrastructure is essential not only for delivering more personalized services to consumers in the US and UK, but also to the strategy of expanding the number of WBA pharmacies in Mexico, Thailand, and Ireland. With the cloud foundation already in place, she added, the company is finishing its online pharmacy system and shifting to far more predictive data analytics. <\/span><\/p>\n

While a few applications still run in its own data centers, WBA’s next-generation data analytics and AI platform is expected to bring the company closer to consumers. It will let customers manage prescriptions online through their Walgreens or Boots accounts and receive recommendations for products and solutions that address their health concerns.<\/span><\/p>\n

AI is also playing a critical role in understanding customer profiles, enabling the right promotions, the right content, and personalized recommendations. The plan also includes using chatbots to deliver personalized service in a conversational format.<\/span><\/p>\n

Eighteen months ago, WBA formed partnerships with Microsoft and Adobe to deliver one-to-one communications and a personalized online prescription experience. Adobe’s customer experience management (CXM) solution will provide analytics, content management, personalization, and ad orchestration services.<\/span><\/p>\n

\u2705 Want to learn more?<\/b> Delivering Personalized Experiences to Every Customer: How a US Pharmacy Chain Uses AI<\/a>\u200b<\/p>\n

2. United Airlines’ Agent on Demand<\/h4>\n

\"\"<\/p>\n

United Airlines developed Agent on Demand (AoD), an initiative that connects customers with help from real people through United’s AWS cloud whenever problems arise.<\/span><\/p>\n

United launched the new customer service during the pandemic to give passengers a better experience. At a time of extreme travel uncertainty, the service opened a path for customers to get booking help from human agents precisely when the situation was most urgent. It also eases worries about gate changes and can even upgrade a passenger’s seat on the next flight, all through live video and audio sessions.<\/span><\/p>\n

The service also allowed United to make the most of its workforce. Agents located at airports across the country can assist passengers at any airport via smartphone and, in the future, through next-generation kiosks.<\/span><\/p>\n

United also integrated QR codes into the system to give smartphone users an instant human-to-human connection. Employees spread across multiple airports can immediately help anyone who needs assistance, delivering support in a way that puts customers at ease.<\/span><\/p>\n

\u2705 Want to learn more?<\/b> Connecting Customers to Human Agents When It Matters Most: United Airlines’ CX Innovation<\/a>\u200b<\/p>\n

3. Walmart Reinvents Guest Checkout<\/h4>\n

During the pandemic, Walmart ran an initiative to improve the guest checkout experience by modernizing its underlying core platform and customer-facing interfaces. The system, called Cloud Powered Checkout (CPC), improves the customer shopping experience and helps store associates serve customers more efficiently.<\/span><\/p>\n

CPC underpins transactions at cashier stations and self-checkout systems, as well as through Scan and Go, the mobile self-checkout solution in the Walmart smartphone app. Notably, the platform replaced a decades-old system written in the C language. The previous system was tied to x86 desktop architecture, making it difficult to adapt for iOS and Android platforms.<\/span><\/p>\n

According to the company, CPC’s Java- and microservices-based architecture is much easier to adapt to different hardware types and architectures, and thanks to CPC’s plug-and-play APIs, Walmart’s technology teams say they are now prepared for new markets.<\/span><\/p>\n

CPC runs on Walmart’s hybrid cloud, a mix of private cloud, Microsoft public cloud infrastructure, and edge systems. The edge systems help process information faster on in-store checkout systems and servers. CPC is now used in all US stores and clubs and in most of Walmart’s global markets.<\/span><\/p>\n

\u2705 Want to learn more? <\/b>Doubling Down on Digital Customer Experience: Four Innovation Case Studies<\/a><\/p>\n

\u200b<\/p>\n","protected":false},"excerpt":{"rendered":"

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