Joerg Niessing, INSEAD Affiliate Professor of Marketing and Hilke Plassmann, INSEAD Associate Professor of Marketing |

Customer-centricity made it possible for a telco firm to revolutionise the banking industry in Serbia.

I’ve noticed that many companies are using the trendy term “digital transformation” without fully understanding what it means. Leveraging digital technology to make organisational processes and offerings more efficient may increase profit margins in the short term. But a true digital transformation confers lasting advantage by revolutionising the entire customer experience across all digital touchpoints.