More than convenience: Improving the customer journey around the globe

In today’s fast-paced digital landscape, customer experience (CX) has transformed from a narrow focus on isolated interactions to a comprehensive, omnichannel strategy. As businesses work to deliver seamless journeys, they must ensure that these experiences not only meet customer expectations but also align with operational realities. On this episode of Catalyst, Clinton is joined by Megan Wang (NTT DATA China) and Lisa Woodley (Launch by NTT DATA) to discuss how organizations around the globe can improve customer experiences from the start. From coffee to cars, they dive into cultural differences in the worldwide adoption of AI and what the future could look like for customers and creators. 

Shifting from single interactions to holistic experiences

One of the most significant changes in customer experience over the past few years is the shift from individual touch points toward a more holistic journey. This reflects a broader understanding that customers expect consistency across every interaction with a brand, from the first moment of awareness to long-term engagement.

UX was once the focus, but businesses now design with the whole customer lifecycle in mind and must create experiences that are seamlessly connected across all channels. It’s no longer enough to simply have a beautiful app or a great website; every piece of the journey must form a cohesive experience.

Balancing innovation and human impact

Digital advancements undoubtedly create opportunities for enhancing customer engagement, but they also introduce unintended consequences. For instance, the growing demand for fast food delivery services has increased pressure on delivery personnel, raising concerns about their safety and well-being. While consumers appreciate rapid service, the logistical stress behind it creates new challenges.

This highlights an important principle in experience design: innovation must consider the impacts on everyone involved in delivering the service. The concept of service design — which includes not only the customer journey but also the processes, technologies, and people that support it — is critical for ensuring that innovation enhances experience without sacrificing human comfort.

Creating memorable, seamless experiences

The evolution of brands like Starbucks illustrates the true power of holistic experiences. What started as a simple coffee shop turned into a global success because customers were willing to pay more for the ambiance and a sense of personal connection that Starbucks’s customer experience provides. However, the company’s more recent challenge of managing mobile app orders alongside maintaining their in-store experience serves as a reminder that even the best innovations must be carefully balanced to avoid undermining the original vision.

The key takeaway is that while digital experiences must evolve, they should do so in a way that preserves the essence of what makes a customer interaction special. Technology should enhance, not erode.

The future of customer experience: AI and personalization

AI is rapidly becoming a central component in shaping future customer interactions. It offers the ability to create hyper-personalized experiences that adapt to individual preferences, a feat that would take human marketers and CX professionals far more time, budget, and effort to accomplish. This goes beyond simple automation. AI can act as a digital concierge, guiding users through complex decisions like travel planning or product selection based on their unique needs and behaviors.

However, the real power of AI lies not in its ability to replace human connection but to augment it, allowing businesses to deliver highly tailored and meaningful experiences at scale. As AI continues to evolve, it will play a critical role in providing these seamless, personalized journeys that make every customer feel understood and valued. The future of customer experience is promising, but it will require thoughtful design, strategic innovation, and a deep understanding of the people at the heart of the journey.

As always, don’t forget to subscribe to Catalyst wherever you get your podcasts. We release a new episode every Tuesday, jam-packed with expert advice and actionable insights for creating digital experiences that move millions.