Investigating The Critical Success Factors Of Digital Transformation For Improving Customer Experience

Abstract

Digital transformation has a significant impact on customer experience which is directly related to the profitability and even the survivability of an organisation. There is, however, lack of understanding of the critical success factors of digital transformation for improving customer experience. This paper presents an investigation of the critical success factors of digital transformation for improving customer experience in organisations. A conceptual framework is developed based on a review of the related literature. Semi-structured interviews with the use of the Delphi method have been conducted. This leads to the identification of the critical success factors of digital transformation for improving customer experience in organisations. Such findings can help organisations develop appropriate strategies and policies to better implement digital transformation programs for improving customer experience.

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