The fast development of Internet and digital technologies has caught up many industries. Big data and advanced analytics enables a variety of new business applications by collecting, analyzing and operationalizing a large pool of data. Leading digital companies with the focus on customer centricity can transform digital power harvested from vast amount of data into the customer power, improving marketing, underwriting and customer experience. By proactively utilizing multiple digitized channels to interact with customer and actively involve customers into digital transformation, companies can create more intimate customer relationships, gain competitive advantages and reap considerable benefits. We work with different companies at different phrases of their digital transformation to study how to develop an effective digital strategy and what drives successful digital transformation. For example, in a recent study, working with a major insurance company, we examine how multichannel customer management can be effectively used for customer-centric digital transformation.