This is the first in a series of articles about the pandemic-driven acceleration of organizations' digital transformation, what we've learned, and how to respond.
When COVID-19 emerged, the idea of pursuing digital transformation as a way to enhance customer experience shifted - from long-term opportunity to urgent and critical business imperative. Many organizations scrambled to move service capabilities online, including (in some cases) basic e-commerce. As UX & CX experts, we observed many different approaches to this suddenly time-sensitive need, and of course some were more effective than others.
In this first article of a new series about the current Digital Transformation, Phase 5 Partner Arnie Guha talks about helping customers/users overcome "channel inertia" by better understanding the reasons behind any reluctance to move from analog to digital. Sometimes the issue may be related to the user's confidence in the channel; think about how you'd feel if you placed an order but didn't see a confirmation page, for example. In other cases, perhaps the digital experience doesn't satisfy the customer's emotional needs with respect to the transaction. In large financial transactions such as mortgages, for example, customers may need human interaction to feel comfortable closing.
Check out the complete article to learn more about the challenges we've observed, and the best ways to leverage customer research to tackle them strategically, thereby setting your organization up for long term success. Follow us on Twitter and LinkedIn, and subscribe to our Phase 5 Insights newsletter so that you don't miss the next article in this timely series.