Digital Customer Experiences Need Digital Transformation

Almost 90 percent of customers want companies to deliver a more seamless experience. And with more and more customers using digital channels—especially mobile—companies must to transform to offer fast, secure and convenient experiences.

Digital leaders from Google, Mastercard, Telefónica, BMW, Salesforce and Visible discussed how to design digital customer experiences at the “Digital Transformation: Reinventing your Customer Relationships” session on Day 1 of MWC Barcelona.


Digital transformation in the back-office

Jorn Lambert, EVP Digital Solutions at Mastercard, said his company is undergoing a massive transformation from analog to digital payments. And it’s all for one reason—to make customers’ lives easier.

“We want to give control back to the consumers,” said Lambert.

Lambert continued to say that companies need to give customers peace of mind with transaction security and data privacy policies, and work with partners that can help them enhance their customer experience.

Salesforce and Visible, both present at the session, are one example of this. Visible, a web-based phone service, works with Salesforce to provide a great digital experience. On the back end, they’ve developed a full digital stack that is cloud-based to react better to what their customers need.

“The customer experience has to be simple, with clear, easy-to-understand services,” said Miguel Quiroga, CEO of Visible. “You have to maintain that consistency throughout the experience.”


Digital transformation for end users

Today’s digital experiences are all about immediacy—something mobile devices are uniquely positioned to help drive.

“Mobile is at the center of the customer experience,” said Fuencisla Clemares, Managing Director of Google Spain and Portugal.

Clemares explained that customers demand near real-time interactions; over 50 percent of mobile visitors leave a site that takes longer than three seconds to load. A fast mobile experience is something that BMW took note of when designing their new website. Jörg Poggenpohl, Global Head of Digital Marketing at BMW, said his company redesigned the mobile experience with speed in mind.

“Creative, engineering and speed were all objectives before the site even began,” said Poggenpohl.

The results of their mobile digital transformation? Almost 50 percent more site visits and over three minutes spent on the site. The telecom industry has seen similar benefits of reengineering their customer experience for mobile. Saúl Garcia de Diego, Director of Internet & Social Media at Telefónica, said the company invested in Accelerated Mobile Pages (AMP) to increase speed and decreased complexity.

Digital transformation for mobile is not just about speed—it’s about simplicity, said Garcia de Diego. And whether that digital transformation takes place in the back-office or on a front-facing website, the goal is the same—to provide a better customer experience.

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