It's about customer experience

Like Steve Jobs, one of the founders of Apple, said, we must start with customer experience and go back to technology, and not the other way around.

I was recently conducting a workshop on DX for the business leaders of a mid-size company. They were telling me, very proudly, that they are now a truly digital company, having gone through DX over the last few years. Right now, the company has Internet shops, automated kiosks, video conferencing with sellers advising clients remotely, and it can set up accounts at the click of a mouse. The company is also able to identify clients by video trust, it has a mobile app, and it is using advanced analytics to slice and dice customer and market data.

I asked the leaders whether they had applied at least three of the following five technologies. If they had, then there is evidence that they started the journey of digital transformation. The five technologies are:

• Machine learning
• Robotics
• Mobility
• Internet of Things
• The...