In 2012, just about the time people started putting the word digital and the word experience together, Michael Hinshaw, then CEO of San Francisco-based McorpCX now its president, described digital experience as the following. Digital experience, isnt an IT-driven initiative; its a customer-needs driven initiative," he wrote in an opinion piece for Adobe owned CMO. He also added that there is a huge difference between simply using technology and actually using it to improve customer experiences that address the customer needs.
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