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Leading Digital: Turning Technology into Business Transformation by Andrew McAfee, Didier Bonnet, George Westerman

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CHAPTER 2

CREATING A COMPELLING CUSTOMER EXPERIENCE

One of the deep secrets of life is that all that is really worth doing is what we do for others.

—LEWIS CARROLL

Transforming the customer experience is at the heart of digital transformation. Digital technologies are changing the game of customer interactions, with new rules and possibilities that were unimaginable only a few years back.

Do you want to finally hear the voice of your customers and escape the narrow lenses of surveys and focus groups? Social media let you. Do you want your clients to continue their engagement with your brand on the move? Mobile computing lets you. Do you want to know where your customers physically are? Geolocalization lets you. Do you want to make better predictions ...

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