A systematic review of the literature on Digital Transformation and Customer Experience by M. Loua and M. Hogervorst (2020).

This systematic review of literature focuses on Digital Transformation and Customer Experience (DT and CX). It evaluates relevant research from the past few years and draws on insights from several disciplines to provide an up-to-date overview of current trends and strategies in this field. The literature review found that there is a growing body of research that points to the importance of CX in driving successful digital transformation efforts. Additionally, it found that the focus of CX should be on creating empathy and delivering personalization to ensure that customers receive the best experiences possible. Lastly, it concluded that there is a need for more empirical research on the effectiveness of different approaches to DT and CX. It is suggested that such studies take a holistic view of the DT and CX processes.