Doesn’t making the distinction between “transformation” within a businesses which is “digital” and change in any other manner contradict the intended implicit meaning?

Digital transformation seems like an oxymoron. It seems to describe jumping from 1 silo (offline) to another (online).

The task for any front end function within a business is to create a compelling experience for a customer. One which speaks to their needs wherever they are, with whatever content or device they might be looking at or wearing.

At the very least the words aren’t helpful.

We should call it “experience transformation” so we communicate the omni-channel nature of the endeavor.