Below the Glass: The Hidden Engines of Customer Experience Transformation

In today’s digital economy, the experiences that captivate customers and set brands apart are only the tip of the iceberg. What customers see—intuitive apps, seamless checkouts, personalized recommendations—is just the “above the glass” layer. The real engines of transformation operate “below the glass”: the technical and organizational capabilities that quietly power every exceptional interaction. At Publicis Sapient, we believe that true customer experience transformation is built on these hidden foundations—data integration, platform modernization, and cross-functional collaboration.

What Does “Below the Glass” Mean?

Think of the glass as the screen of a smartphone or the interface of a digital kiosk. “Above the glass” is everything the customer touches directly. “Below the glass” is everything else: the data pipelines, cloud platforms, agile teams, and integrated systems that make the magic possible. While customers may never see these elements, their impact is profound. They enable the speed, personalization, and innovation that define modern customer experiences.

The Four Shifts Powering Modern Experience

According to Publicis Sapient CEO Nigel Vaz, digital business transformation is a holistic reimagining of how organizations think, operate, and deliver value. Four major shifts have redefined what it takes to deliver great experiences:

  1. Customer-Centric Organization: Businesses must orient around the customer, not just products or services. Every decision, from strategy to operations, should be anchored in customer needs.
  2. End-to-End Experience: Experience now spans the entire customer journey, from discovery to fulfillment and beyond. Every touchpoint matters.
  3. Digital as a Value Creator: Digital is no longer an afterthought; it’s central to how products and services are conceived, built, and delivered.
  4. Data-Driven Success: Success is measured not just by marketing metrics, but by how well digital improves the customer’s journey and outcomes.

The Hidden Engines: Data, Platforms, and Collaboration

Data Integration: The Lifeblood of Personalization

Modern customer experiences are fueled by data. But data alone isn’t enough. It must be connected, refined, and made actionable across the organization. For example, when Dunkin’ deployed dynamic digital menu boards in thousands of locations, the real innovation was below the glass: integrating menu data with point-of-sale systems to deliver geo-specific recommendations in real time. This required robust data pipelines and a culture of continuous iteration—enabling Dunkin’ to keep content fresh and relevant for every customer, every day.

Platform Modernization: Building for Agility and Scale

Legacy systems can’t keep up with the pace of change. Platform modernization—moving to flexible, API-based, and cloud-native architectures—enables rapid innovation and seamless omnichannel experiences. Consider Bang & Olufsen’s story-led commerce platform. Customers experience immersive content and effortless shopping, but behind the scenes, a headless content management system, microservices, and integrated e-commerce solutions support a wide variety of interactions at scale. This technical foundation allows Bang & Olufsen to continuously evolve its digital presence in line with customer expectations.

Cross-Functional Collaboration: Breaking Down Silos

Exceptional experiences require more than technology—they demand new ways of working. Cross-functional teams that blend strategy, engineering, data, and design can move faster and deliver more value. For instance, when Publicis Sapient partnered with a leading global consumer products firm, the transformation began with a shift to agile, co-located squads. This new model enabled the company to launch digital-first brands, accelerate time-to-market, and create more meaningful customer relationships—supported by a modern MarTech platform and improved data capture across 147+ brands in 75 countries.

Real-World Impact: Below the Glass in Action

The SPEED Framework: Sustaining Transformation

At Publicis Sapient, we approach every transformation through our SPEED framework—Strategy, Product, Experience, Engineering, and Data & AI. This integrated model ensures that every initiative is:

Lessons for Leaders: How to Win Below the Glass

  1. Start with the customer, but don’t stop at the interface. True transformation requires investment in the systems, data, and teams that power the experience.
  2. Break down silos. Align strategy, product, engineering, and data through cross-functional teams and shared goals.
  3. Modernize platforms. Flexible, cloud-native architectures are essential for speed and innovation.
  4. Measure what matters. Focus on speed, quality, and value—not just time, scope, and cost.
  5. Sustain momentum. Transformation is a journey. The ability to continuously evolve is the ultimate competitive advantage.

Ready to Go Below the Glass?

The most memorable customer experiences are built on invisible foundations. At Publicis Sapient, we help organizations unlock the hidden engines of transformation—so you can deliver not just what customers see, but the robust, agile, and data-driven capabilities that keep you relevant from now to next.

Contact us to learn how we can help your business thrive—above and below the glass.