A Theoretical Perspective on Customer Experience (CX) in Digital Business Strategy

Abstract

Contemporary studies on digital transformation of various well-known companies have heightened the competitive positioning of `a successful business does not solely rely on the technologies they implement, but, more prominently, builds on the strategies which their leaders deploy'. However, there is a broad gap between managements' intention and application of efficacious digital transformation initiatives and the subsequent requirements to validate the embedded strategic deliberations. This study focuses on organizations' Digitalize Business Strategic intentions and customers' expectation & its attainment.