Innovative digital customer experiences are increasingly becoming part of the marketing toolkit for many brands, writes David Aponovich. He cites Geico, which offers an iPad application that smoothes the claims-filing process, and AutoTrader, which boasts about its online search tools for car buying. "When digital experiences become the product, technologists have the opportunity to help bridge the DX vision and DX technology planning and project execution inside organizations. Tech capabilities and features matter most when you interpret them for the business and show people what's possible," Aponovich writes.

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