Do it for the Customer
The first thing to remember about a transformation is that the spirit of the organization and its goals need to stay intact. In other words, a kitten cannot and should not grow up to be a gorilla. What happens instead is that you restructure activities around customer needs and expectations. You respect how much more time and information customers are giving to your business as a result of new technology, and you provide personalized products and services accordingly.
Ultimately, you want to use the customer experience to map out your value chain. This involves (among other things) creating an initial map by looking at customer attitudes and behaviors, evaluating capabilities to find issues and opportunities, and testing new design experiences accordingly.
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