Across all industries, companies are looking for ways to adapt to the digital world with a fully tailored product offering and specifically designed work processes. These companies know that launching digital channels requires great efforts and that sometimes the benefits disappoint. However, although the integration of digital and traditional channels in an omnichannel experience is even more complicated, the benefits, in this case, are multiplied.
Even for organizations that know the customer intimately, having served them for decades over the phone and in person, the digital leap often produces results that are too modest. It happens, for example, after the launch of the mobile app. Sometimes, despite the investment in time, money and talent and the expectations, neither the increase in sales is as significant as expected nor the savings in resources in call centers or customer service departments is encouraging.
“But don’t customers ask us to be in the digital world?” is a common question following these experiences. Yes, but not at the expense of excluding other channels whose relevance remains critical.
