Four tips for customer-centric digital transformation

This article offers four key themes that marketers should follow when digitally transforming their business, including thinking from the customer's perspective, avoiding silos, digitising the customer experience and last-mile.

Digital transformation is top-of-mind for companies in the online era, according to Jean Lin, Global CEO of digital agency Isobar, but many are apprehensive about the true impact of such initiatives.

And it's not just small companies that are concerned about overcoming the digital challenge – some of the world's biggest brands are looking to the digital future with a sense of trepidation.

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