Human interactions are key in our (post)-digital age
The digital era afflicts all sectors and still leads to a lot of insecurity and questions in today’s boardrooms. It’s our human nature to show resistance in a changing world. Every sector, every business can either fear or embrace digitalization.
Today, we notice a positive evolution. More and more sectors, ranging from retail to banking and other B2B services, saw opportunities and have started their digital transformation. Businesses are widely investing in digitizing their processes, building new digital interfaces and offering new digital services to customers.
Along the way companies notice “technology is not the holy grail”.
Technological advancements will be widely available. The tools and interfaces we use as customers and consumers will always evolve… but in the end what’s really changing? We remain human beings, driven by emotions and aspirations. Human emotions are at the heart of every move we make, driving our attitudes and behaviour, not technology. We still have the same basic and social needs, even in the (post)-digital age.
Once all your competitors offer an omnichannel experience and win efficiency through digitization, your competitive advantage deviates to humanity. Building human connections with your customers becomes your critical challenge. Especially in our (post)-digital era where human interactions with brands and businesses become rare and therefore more valuable (law of scarcity). Given the convenience of digital channels, customers who are putting effort into visiting your point of sale or offices, expect a splendid welcome and service!
We see a lot of clients, in various industries, struggling with finding and implementing the right balance between their digital and physical customer interactions. Common challenges are:
- Ensuring consistency across all channels;
- Assuring end-to-end convenience or user experience;
- Crafting and offering emotional experiences;
- Using data to offer a personalized service;
- Difficulties to install a customer-centricity across all departments from front to back;
- Difficulties with engaging employees;
The winners will be the ones who made their digital transformation a human transformation. Sure, you need to excel in your digital capabilities and channels to compete within your industry (operational excellence via automatization/ robotization and offer user-friendly digital services) but in the end you will make the difference with your people. We believe your employees and their evolving role remain key!
Customer experience architect
M: +32 473 31 60 50