The digital journey is more than simply identifying technologies and implementing them. The most challenging part of any digital initiative, especially if it involves customer interaction, is understanding customer behavior and what drives them to engage with your brand and make a purchase. Making assumptions or not involving your customer experience and service professionals in your digital strategy initiatives fires back as they are closest to your customers.In today's episode, we have our guest, Howard Tiersky, who discusses the process of customer empathy, the importance of user experience research, and the approach of design thinking to improve the outcome of digital initiatives. He also talks about the structured methodology he has developed through his engagements and working with several customers. Finally, he discusses the importance of data and why organizations need to be tracking that as an asset to differentiate and develop a competitive advantage.For more information on growth strategies for SMBs using ERP and digital transformation, visit our community at wbs.rocks or elevatiq.com. To ensure that you never miss an episode of the WBS podcast, subscribe on your favorite podcasting platform.