NOVEMBER 2019CIOAPPLICATIONS.COM8AA systems approach to Digital ExperienceSATYEN YADAV, CTO, DIGITAL SOLUTIONS & ANALYTICS, BOEINGbroad and evolving term, Digital Experiences pans the range of interactions customers have with a company's products, services and operational processes on every digital touchpoint. Customer expectations fora company's digital services and operations are raising the competitive bar in every industry sector. As such,companies are rushing to transform themselves by becoming more digital. But what does digital transformation really mean? Digital transformation is the use of technology to improve business performance across product development, manufacturing, operations, marketing and sales. Most importantly, digital transformation is geared toward delivering new and delightful customer experiences through digital mediums. Too often, digital experience gets equated with the new user interface (UI) elements such as digital content and design. However, digital experience is better characterized by the quality of all customer encounters with a company's products, services and brand. To compete with changes driven by digital transformation, companies must embrace a new operating model built around digital services that remarkably improves the digital customer experience. Accelerating a digital experience initiative through the introduction of new digital and mobile channels often helps companies lower costs and increase user satisfaction in the short run. Yet, this accelerated approach comes with the risk of the digital transformation initiative eventually failing if companies do not adopta systematic approach to designing their digital platforms.Delivering a delightful digital Satyen YadavIn My View
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