Driving Design Thinking-led Digital Transformation in Customer Experience (CX)

11 Sep 2020
by Yugal Joshi, Sharang Sharma, Arushi Pandey

Customer Experience (CX), which was earlier used to create differentiation, has now become a hygiene factor in a rapidly evolving experience-led economy. With fast-changing customer expectations and increasing digital channels, enterprises have been compelled to step up their game in the digital customer experience arena but have failed to achieve the desired success. More often than not, this failure is due to an incoherent strategy and the absence of a customer-centric approach while designing experiences.

To create meaningful experiences, enterprises need to comprehend customer pain points and outlook and address these in the experiences they design. This is where design thinking comes into play, as it helps companies streamline their experience strategies and create human-centered empathetic experiences that appeal to customers and address their concerns.

In this viewpoint, we study design thinking as an approach to delivering an elevated customer experience. We look at how taking a human-centered design thinking-led approach can help enterprises address customer pain points, create differentiation, and eventually increase client stickiness. We also showcase the increasing significance of this approach in the context of the COVID-19-led next normal.


All industries and geographies


In this report, we:

  • Discuss the key imperatives for enterprises to embrace digital CX
  • Explain the reasons for the failure of CX transformation initiatives
  • Describe the design thinking process and how it can be employed to create superior experiences
  • Chart a course for enterprises to leverage design thinking to overcome the challenges in their CX transformation initiatives


Customer Experience Management (CXM) Services, including Contact Center Outsourcing

Digital Services


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