Episode 245: What happens when digital transformation becomes table stakes—and customer relationships become the real differentiator?

Eduardo Roma, Global Head of Customer Experience Transformation at Bain, believes companies that spent years optimizing transactions and digitizing every interaction are now unprepared for what matters most: becoming more humanized. The human element is now critical, and efficiency can’t be mistaken for real connection.

Eduardo outlines three forces reshaping customer experience: Digital is now table stakes, customer power has surged to new heights, and predictive, data-driven relationships are setting brands apart. 

Too many organizations still equate digitization with progress while missing what actually builds loyalty: emotional relevance, early engagement, and personalized support that evolves alongside customer needs.

Learn how leading firms are using data to build trust, earn loyalty, and deliver meaningful value—especially in the earliest moments of the customer relationship. And discover how to make customer engagement a true driver of growth.

Guest: Eduardo Roma, Partner, Bain & Company, Global Head of Customer Experience Transformation

Host: Rob Markey, Partner, Bain & Company

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Topics Covered: 00:30 – Why customer experience is at an inflection point 01:00 – Digital experiences are now table stakes 02:00 – Generative AI and the shift in customer power 03:10 – Moving from reactive to proactive experience management 05:00 – The limits of digitization when every app feels the same 07:00 – Personalization that creates value, not just sells more 08:30 – The problem with local optimization in product teams 11:15 – Digital capture vs. earning engagement 14:00 – Humanizing experiences with data and behavioral science 17:00 – Creating customer value creation plans 20:00 – How new challengers are forcing incumbents to rethink CX 21:30 – Predictive, proactive engagement and relationship signals 24:00 – Why CX professionals must speak the language of value

Notable Quotes:

• “Now that [companies] have digitized experiences, they really need to humanize those experiences through data. And what I mean by that is how to make interactions with customers much more meaningful, much more relevant, [and] much more personalized in a way that those interactions build enduring relationships with customers.”
• “There are way too many degrees of separation of people who understand the customers and where some of the decisions are being made. It is important for organizations to be aware of those blind spots and to close those gaps.”
• “The whole idea of just focusing on the experience, we need to move people beyond that. Move to relationships, to stop and think where we are on this experience pointing in time. We need a more holistic view.”
•  ”Now, customers are much more in control. That is [a] transformation of organizations, when they think about the reach and relevance of the relationship they have with customers.”

Additional Resources:

• Transforming Customer Experience with AI: A Guide to Sustainable Growth (A webinar by Eduardo Roma, Rob Markey, and Phil Sager)
• Eduardo Roma on Three Changes on Customer Engagement (Video located on Eduardo’s profile page)