Investigating the critical success factors of digital transformation for improving the customer experience in Australian organisations

Digital transformation is about the changes that an organisation experiences in its structure, processes, functions, and business models through the adoption of digital technologies for radically improving its performance. It is growing rapidly in organisations worldwide due to its ability to deliver numerous nonpareil values to both organisations and their customers. One of the most significant benefits that drive organisations to undertake digital transformation is the improvement of customer experience. The implementation of digital transformation for improving customer experience in organisations, however, has not been very encouraging. There is lack of understanding of the critical success factors for the successful implementation of digital transformation towards improving customer experience. This research aims to investigate the critical success factors of digital transformation for improving customer experience in organisations. Specifically, the research aims to (a) identify the critical success factors of digital transformation for improving customer experience, (b) develop a framework for facilitating the successful implementation of digital transformation towards improving customer experience in organisations, and (c) provide organisations with some appropriate recommendations for improving customer experience through digital transformation. To fulfil the objectives of the study, a qualitative research methodology is employed. A conceptual framework, consisting of four dimensions - analytics, business, customer, and digitalization - is developed for data collection using semi-structured interviews with digital transformation experts in an organisation in Australia. Thematic analysis is performed on the collected data for achieving the objectives of the study. The study reveals that data analytics, trends analytics, process analytics, strategic execution, business models, value proposition, customer processes, customer collaboration, customer services, customer engagement, integration, capability, and capacity are critical for the successful implementation of digital transformation in organisations. Based on the critical success factors identified, a new framework for successfully implementing digital transformation towards improving customer experience in organisations is developed.   This research contributes to the field of digital transformation research both theoretically and practically. From the theoretical perspective, this research contributes to better understanding of digital transformation by developing a theoretical framework for investigating the critical success factors of digital transformation for improving customer experience. From the practical perspective, this research provides a comprehensive investigation of the critical success factors of digital transformation for improving customer experience in an Australian organisation. This study can contribute to better understanding of the critical success factors in the effective implementation of digital transformation for improving customer experience in organisations