The challenge in the age of digital transformation is not the data itself, it is the staff. This is because technically, employees have the greatest effect on the emotional level of the customer, where again the emotional level is the strongest force that affects loyalty. If you want to make digital transformation as efficient as possible, then it must support employees in their customer orientation.

The employee needs to understand the digital transformation of the connection between the current point of contact and the entire customer journey. The more intensively the contacts shift along a network, the greater the direct benefit. But the objective level is one thing, the emotional level is another. If both co-operate, then the emotional effect of the contact is crucial. Thus, emotional capability is a necessary requirement for digital transformation. Company policy is also addressed. What role, as a supplier to I want to play in my customers’ lives? As always, whatever you chose, it must be put into action by the employees.