Why it matters

Tech brands have helped their clients revolutionize the customer experience, but face challenges in making sure their own users are served in consumer-friendly ways. Growing skepticism about tech providers only increases the importance of this issue.


  • Enhancing the customer experience requires more than a surface-level investment, as brands must develop a clear sense of underlying corporate ethics to guide their strategies.
  • Giving front-line staff the power to solve customer problems on the spot is an important consideration for marketers.
  • Trust and privacy should be built into digital products and services from their conception, rather than only being considered near the end of the development process.

Tuula Rytilä, corporate vice president for Microsoft Digital Stores, is tasked with delivering a superior experience for shoppers with the technology firm.