Customers are becoming much more aware of digital technologies and are adopting new ways of engaging organisations at a much faster rate. The challenge for organisations is no longer just about being digital, it’s now essential to keep up with the rate at which customers adopt new technology and crucially the speed in which the competition are using digital technologies to capture the attention of customers.
Digital is not just for “tech” firms
As digital continually evolves there is still a perception that only innovative technology companies play in this market. This thinking can result in initiatives for change being sidelined to those with a focus on technology. The changes required to help the organisation evolve to become more fluid, relevant and personal are forgotten. The same older, lengthy processes which worked well in a transactional world, are applied to a sphere where customers now have limited patience, and much more choice.
Meet customer expectations using digital
Customers expect organisations to recognise them regardless of what device they’re using and are confused when they find that they’re dealing with representatives that have no knowledge of their movements between channels. What should be a seamless experience becomes frustrating as previous details need to be re-entered multiple times . Understanding where and how customers want to interact enables organisations to remove inconsistencies, enabling a personalised and seamless experience across channels and devices.
Internet and mobile devices have changed the usage of online banking services and have completely changed customers’ daily lives granting mobility and instant, easy access to banking services. They’ve also changed customer relationships which have become more interactive, digital and less personal. While close contact, long term relationship and more personalized advice is critical. Customers become less loyal. Customer engagement, loyalty and satisfaction are under serious pressure.
Help customers overcome decision anxiety
A business view on the benefits of simplicity and transparency
Customers are surprised when a digital experience almost second-guesses them, and almost understands what they need before they do. Using the data captured across the digital eco system starts to build a unique picture of customers, which enables organisations to create highly personalised interactions, creating those “Ah Ha” moments of insight. This leads to greater customer satisfaction, and stronger relationships.
Overcome the low speed and high cost of change
A good digital experience is expected but the human touch is still important
Digital businesses can win and retain customers
The new digital customer is more informed and frequently ahead of the curve, when it comes to how organisations’ products and services should be enhanced or reimagined. Understanding these behaviours and the things that customers truly need, enables organisations to make meaningful connections between people and technology. Putting the customer at the heart of the organisation and listening to feedback can not only win customers, but also maintain satisfaction in existing ones, by delivering the things that matter at the right place and time.