JD.com, the largest retailer in China, sees investments in logistics and supply chain as key enablers of sustainable customer experience (CX) differentiation in a highly competitive market. In highly competitive environments, businesses can’t rely on mere cosmetic CX makeovers. Savvy CX pros collaborate with key stakeholders across the organization, including partner organizations that play a critical role in their CX. This report details how retailers and consumer goods companies can improve operational efficiencies and deliver superior CX by applying emerging technologies to both front-end and back-end operations.