Employee Experience Matters
The article is geared towards retail, but the lessons are unbounded. Great customer experiences aren't single sided. The employees need to be equipped with a great employee experience that enables, even better empowers, them to provide a great customer experience.
One of our clients had no tools for the employees to see what the client was seeing. Therefore, when the client called for help, the employee had to do contortions to be able to help — not a great customer experience.
Approach digital transformation from all angles. You'll get better results.