The Customer Experiencehas become the main factor that impacts customer loyalty and the key differentiator that can decide the fate of a company. Born-digital Enterprises and the Transformation of the Customer Experience Juan Manuel GonzálezResearch Director for Latin America, Information and Communication Technologies, Frost & Sullivan The Customer Experience and the New Normal Born-digital enterprises lit the fire of digital transformation, and the current pandemic making it burn even brighter. Customers, a key ember in this process, expect that organizations they engage with, whether digitally or face-to-face, deliver better, more secure and seamless interactions. They prioritize companies that are empathetic and that adapt to them and this new reality marked by the consolidation of digital and asynchronous channels. And lastly, they want to be able to