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Your formula for Customer Experience Transformation starts here

07th April 2021

Author Kat Carter

2021 Customer Experience Imperatives: tools, resources and a formula to help your organisation achieve total customer experience transformation

There has never been a more pressing need for customer-first transformation than there is right now.

No single year has brought about more changes to consumer behaviour than 2020. By some estimates, last year’s events caused digital behaviours and need to accelerate by as much as five years. But were – or are – we ready?

As organisations, to deliver value to our customers and citizens in a nimble way, we need to be able to be hyper-focused on meeting them wherever and however they decide to engage. Achieving this, the report tells us, requires orchestration of the total end-to-end customer experience.

Last month our CEO, John Bessey, shared a Davanti update, along with the news that, in the next step of our evolution as part of dentsu, we are now Davanti a Merkle Company. Merkle Inc is the Customer Experience Transformation arm of dentsu and one of the largest customer experience transformation consultancies in the world, with an unparalleled focus on data transformation.

John called this evolution “a small change with big impact”, and as a Merkle Company, we’re really excited to be able to draw on these data transformation credentials and expertise to help New Zealand organisations go further under the hood to better understand and unlock the potential of their data as an all-important pillar of their customer experience transformation.

On that note, we’re really excited to be able to share Merkle’s 2021 Customer Experience Imperatives, comprising a practically focused ebook and series of webinars providing in-depth tools, resources and a comprehensive formula for CX transformation, with data transformation as a core component.

Customer Experience Imperatives outlines what it takes to lead your organisation through the data transformation and digital transformation steps that lead to customer experience transformation and to achieve it skilfully through organisational adaptiveness.


What does Total Customer Experience look like?

Providing total customer experience is about the delivery of hyper-personalised moments, using data, technology, and analytics to inform each interaction, at every touchpoint. To accomplish this, the report says, organisations need a blueprint for developing, managing, and delivering on a customer-centric approach. Merkle distils the fundamental, and interdependent, components of Customer Experience Transformation as follows:

The elements of Customer Experience Transformation


Data transformation (imperative 1)

At the heart of customer experience transformation lies data transformation: mastering rapidly changing approaches to the acquisition, management, and mining of valuable data that informs customer experiences – in real time and in a privacy-safe manner.

Digital transformation (imperative 2)

Digital transformation is critical to understand the ways organisations must think, plan, and deliver unique personal conversations. Success is found through the design and implementation of customer-centric digital marketing, commerce, and service experiences that are contextually relevant and personally informed.

The adaptive organisation (imperative 3)

A truly transformed, customer-centric organisation wins by delivering on the total customer experience. True Customer Experience Transformation is the responsibility of an organisation’s entire leadership team and needs to be lived and breathed by its people and brought to life across every facet of the business, working in unison to foster a culture of innovation, agility, and shared goals.


Download your copy of 2021 Customer Experience Imperatives today

You can download the CX Imperatives ebook here:







Customer Experience Imperatives webinars

While you’re downloading the ebook, make sure you register for the three upcoming webinars, starting next week, each one exploring a key aspect of the Customer Experience Transformation formula:

Please note that the New Zealand time for each webinar is 12 noon.

Webinar 1: Data transformation (Wednesday 14 April)

 Webinar 2: Digital transformation (Wednesday 12 May)

Webinar 3: The adaptive organisation (Wednesday 23 June)



If you’d like to chat about anything covered in the ebook or webinar series, or to discuss your organisation’s customer experience transformation journey, we’d love to talk. You can reach me at