In an article on the digital customer experience I briefly mentioned how the availability of digital channels and tools has become a criterion for many customers to pick a company. Today’s “digital customer” simply wants to be able to interact, act and transact across digital and social platforms when and where it suits best.
You’ve heard it all before. But is it really true and who is that so-called “digital customer” anyway? In this blog let’s take a look at how the availability of digital channels has become a decision factor in choosing businesses (in this case insurance providers) and why behavior and context trump generations when it boils down to the digital customer.
Note: with the digital customer we simply mean those customers that use digital channels and platforms far more than others. In reality, there is no digital customer, just a customer who doesn’t care about channels and labels. [Read more…]