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Data-Driven Customer Experience Transformation

Optimize Your Omnichannel Approach

Mohamed Zaki

Kogan Page, 2025

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With new technologies, such as GenAI, disrupting industries, many global firms are rethinking their business models. Learn why Mohamed Zaki, a University of Cambridge professor with a research interest in digital transformation, believes that staying competitive requires embedding delight into all touchpoints on your customer journey. Gain insight into how to adopt a strategy that prioritizes your customer experience (CX) and develop critical organizational capacities, such as “relational personalization.” Zaki aims to guide you in developing a CX-centric mindset, while empowering you to use big data analytics to develop a deep and holistic understanding of your customers.

Summary

Stay competitive when navigating technological change by embracing a CX-centric strategy.

Across industries and sectors, firms are navigating new challenges as they aim to keep pace with technological change. Organizations must contend with volatility, as evolving digital technologies disrupt standard practices, and respond with agility in the face of change. They must collaborate, harnessing the skills and capacities of team members with diverse backgrounds, and prioritize delivering an excellent customer experience (CX).

A CX-centric strategy is associated with a 30% boost in total shareholder return (TSR). Developing a CX-centric strategic approach starts with gaining a better understanding of your customers’ needs, expectations, and pain points and placing these factors at the heart of all your decisions. You must develop the capabilities required to deliver a superb experience — for example, using AI tools to speed up product delivery — and embrace new methods to better monitor and improve your CX. This can encompass harvesting customer data using AI and natural language processing (NLP) tools...

About the Author

Mohamed Zaki is a professor at the Institute for Manufacturing at the University of Cambridge. He serves as the deputy director of the Cambridge Service Alliance, a research center that brings together the world’s leading firms and academics to address service challenges, and as a member of the editorial advisory board of the Journal of Service Management.

Data-Driven Customer Experience Transformation

Optimize Your Omnichannel Approach

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Stay competitive when navigating technological change by embracing a CX-centric strategy.

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