I recently had the pleasure of being interviewed by Danny Levy on his Digital Transformation & Leadership podcast. It was a great conversation (Danny really gets it), and if you haven’t had the chance to listen yet, I strongly encourage you to check it out. We explored some pivotal ideas shaping the future of business—ideas that have been central to my work in digital strategy for over two decades.
It’s called: “How a single digital moment can change your business forever”. From the importance of customer experience to the future of personalisation, the episode is packed with insights that every business leader should hear. I’ve broken down some of the key takeaways and themes from our chat below…
Moments of Truth: The Defining Touchpoints
One of the main themes we discussed was the concept of “moments of truth.” This idea, originally coined by Jan Carlzon during his time as CEO of SAS Airlines, refers to the brief but critical interactions between a customer and a brand that define the entire experience. Carlzon understood that these fleeting moments—whether it’s checking in at an airport or interacting with a customer service representative—are what form lasting impressions.
As I shared on the podcast:
“What are those moments of truth? They are the moments when a customer interacts with your business. In an airline, that might be when you buy a ticket, when you check in, when you get on the plane, when you’re asked whether you’d like a drink or some food, and when you say goodbye, as well as when you pick up your baggage. If you look at those, say, six or seven moments of truth, even though the flight might be a five- or six-hour flight, the combined total of those moments of truth might only add up to about two minutes. But what those two minutes—or what those seven moments of truth—do is they define the entire experience.”
In today’s digital world, these moments of truth are no less significant. They’re just taking place in different formats—whether it’s a customer navigating a website, buying an item on an eCommerce site, or signing up for a service. And it’s our job as business leaders to ensure that these digital interactions are as seamless and positive as possible. This is where great design, user experience, and strategy come together to create greater revenues.
“One of the bizarre and strange things about travel is that you could go on the holiday of your lifetime, and generally speaking, the first thing people will ask you when you get off the plane was, ‘How was your flight?’”
It’s the same with digital products—those small, pivotal moments can define an entire brand experience.
Closer to the Couch: The Evolution of Personalisation
During the conversation, we dove into what I like to call “closer to the couch”—a term that captures the shift towards ultra-personalised, on-demand customer experiences. Gone are the days when customers were willing to come to you. Today, you need to meet them where they are, anticipating their needs before they’ve even thought about them.
One of the industries where this is most evident is retail, especially during the pandemic. With physical stores shut or restricted, businesses had to innovate and find new ways to get products directly to consumers. The demand for same-day delivery, click-and-collect, and in-home services skyrocketed, and many companies were caught off guard. And despite all of the investment, we are barely scratching the surface in terms of what eCommerce can and should deliver.
As I mentioned to Danny:
“Organisations that weren’t very close to your couch, that still expected you were going to turn up to the shop, found themselves in a lot of trouble.”
This trend isn’t limited to B2C industries. We’ve seen it in B2B as well, where companies are under pressure to deliver more consumer-like experiences. Whether it’s personalised support, tailored content, or seamless product offerings, businesses need to close the gap between what they offer and what their customers expect. That expectation is much higher than companies think.
“If we look at supermarkets, you used to have to go to a supermarket, and then supermarkets offered the idea that you might be able to shop online… All the way through now to the idea that there are organisations out there bringing something into your house.”
The Digital Concierge: Anticipating Needs Before They Arise
Another exciting topic we covered was the concept of the digital concierge. This takes personalisation one step further by not only responding to customer needs but anticipating them. In healthcare, for example, we’re already seeing the emergence of systems that monitor your health and alert you to potential issues before you even feel symptoms. It’s a shift towards a more proactive approach to customer care, and it’s something I believe will spread across many industries.
“Imagine if you had your own permanent health team at home with you every day, checking your temperature, your blood levels, your sleeping patterns. That’s entirely possible today, with the right mix of technology.”
This proactive service approach is already gaining traction in sectors like retail and banking, where businesses are using customer data to deliver a more tailored, concierge-like experience. It’s about creating value beyond just the product or service—offering something that feels personalised, thoughtful, and even anticipatory.
“How do we build moments of truth that are extraordinarily good so that customers can be delighted? And not only current customers, but our future customers.”
The Enterprise Shift: Adapting to the New Normal
While it’s clear that personalisation and consumer experiences are transforming industries, there’s another major piece of the puzzle: enterprise. For larger organisations, the stakes are even higher. Enterprise businesses often face the challenge of balancing legacy systems with the need for digital transformation. While smaller, more agile companies might be able to pivot quickly, enterprises face hurdles around infrastructure, culture, and internal processes.
As I shared during the conversation:
“The burning platform that they’re facing currently isn’t actually burning at all. It’s vaguely warm, if not smouldering, but wait just a short period of time, and this gradually becomes suddenly.”
This is particularly true for enterprises that operate in industries with intense competition or shrinking margins, such as retail, manufacturing, or finance. Disruption is coming fast, and companies that wait too long to act may find themselves left behind. The need for digital transformation isn’t just about keeping up with competitors—it’s about staying relevant in a world where customer expectations are evolving daily.
Enterprises have to embrace the shift towards integrated, customer-centric operations. This means breaking down silos, updating outdated systems, and fostering a culture that prioritises innovation. Whether it’s through data-driven decision-making, adopting AI, or offering omnichannel experiences, the time for enterprises to act is now. The companies that fail to innovate risk becoming the next cautionary tale in a long list of disrupted industries.
“It’s like the quote from The Sun Also Rises by Hemingway, when a character asks, “How did you go bankrupt?” The answer was, “Gradually, then suddenly.” Enterprises facing that burning platform today might think it’s only smoldering, but wait a short time—it can become a full-blown fire. Whether it’s Blackberry, taxis, or CDs, you have to plan for that shift now.”
Reflecting on the Conversation: Insights on Transformation
The podcast gave me the chance to reflect on my varied career, from my early days in the music industry to founding my digital strategy consultancy. Looking back, it’s clear that the biggest lesson I’ve learned is the importance of balancing human insight with technological innovation. As much as we talk about digital transformation, at the core of every successful transformation is a deep understanding of the customer.
As I noted during the conversation:
“It’s about how we build moments of truth that are extraordinarily good, so that customers can be delighted. Not only current customers, but future customers.”
What makes digital transformation so powerful is its ability to bring businesses closer to their customers. But that requires more than just new technology. It requires empathy, understanding, and a willingness to look ahead—because the businesses that succeed will be those that can anticipate what their customers want, before they even know it themselves.
Final Thoughts…
Danny Levy’s Digital Transformation & Leadership podcast was an opportunity for me to revisit the foundational ideas that have shaped my career—especially the importance of customer experience and anticipating future trends. We live in a time when customer expectations are evolving faster than ever before, and the brands that will thrive are the ones that can meet those expectations with empathy, insight, and innovation.
For enterprises, the shift is even more urgent. Legacy systems and structures can no longer be an excuse for inertia. Businesses that embrace digital transformation, anticipate customer needs, and innovate accordingly will not only survive but thrive in this fast-moving landscape.
If you’re involved in any kind of business transformation, I highly recommend giving this episode a listen. Whether you’re in B2C or B2B, the lessons we discussed—like the importance of moments of truth, anticipatory design, and getting closer to the couch—apply universally.
Thanks, Danny!
Listen to the full episode of Digital Transformation & Leadership with Danny Levy here.
