The benefits of improved customer experience can be fleeting unless changes to supporting back-end operations are made, as well.

Digital is reshaping customer experience in almost every sector.

Digital first attackers are entering markets with radically new offers, disrupting the ways that companies and customers interact and setting a high bar for simplicity, personalization, and interactivity.

To not only stay in the game but capture new sources of value, incumbents will need to reinvent their customer experience.

That begins with bringing in data and analytics-based insights about what really matters to customers and how best to deliver it to them.

Some companies fail to capture the full benefits of their improvement efforts because they concentrate on optimizing individual touchpoints rather than tackling the customer experience as customers actually experience it—a complete journey that cuts across multiple functions and channels.

Read all: Putting customer experience at the heart of next-generation operating models | McKinsey & Company

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