The age of digital transformation is firmly here, and with it comes a seismic shift in how businesses must operate if they intend to stay relevant and profitable. Though the role of process in digital transformation is often over-hyped, in truth, it remains a critical element in the fight to win, serve, and retain customers. In this digital age, businesses must holistically reframe their investment in process automation. In short, a compelling vision for process excellence must underpin this digital transformation, thereby transforming customer- facing processes and digitizing operational processes.