The Medallia article "The Impact of Digital Transformation on Customer Experience" discusses how digital transformation enhances customer experience by enabling businesses to understand their customers on a deeper level, leading to meaningful interactions and fostering strong brand connections. It highlights that digital transformation facilitates seamless omnichannel experiences, ensuring consistency across various customer touchpoints, whether through mobile apps, websites, social media, or physical stores. Additionally, the article emphasizes that embracing digital transformation allows brands to improve their marketing outcomes by utilizing cutting-edge technology to engage with customers more effectively.