Digital transformation isn’t just about digital – it’s only part of the equation.
When a company pushes "play" to embark on its digital transformation journey, approaching it with a narrow view of just efficiency, consolidating tech, enabling chatbots and cutting costs may end your game early…while all of those improve ROI, it must be balanced with the goal of providing better customer experience.
By now, I think we can all agree that customers are in control.
76% of consumers think companies should understand their expectations and needs*.
33% of consumers who ended their relationship with a company last year did so because the experience wasn’t good enough*.
One bad interaction and they can take their business elsewhere. So you need to ask yourself regarding your DX initiatives, what’s best for the customer?
Give them what they want.
When a customer wants to check their bank balance or check to see if their flight is delayed, they should be able to self-serve with easily-accessible data. But what happens with a more complex bank account or flight issue?
US consumers want to speak to a knowledgeable human being when something goes wrong. As validated by a recent Ovum report, a voice conversation with a real person is still the preferred choice of customers for situations that require longer and more complex interactions.
Forcing chatbots and looping them from one digital avenue to the next does not create happy or loyal customers....it creates frustrated ones who just want to resolve their issue in a thorough way – not just quick.
Find balance for DX success.
Finding the balance between technology and the human touch can be difficult, but taking the time to get it right is well worth it when customer experience is on the line.
Customer experience is the driving force behind digital transformation and is the defining factor of whether or not DX will be successful for any company.