In our latest white paper, released as part of our Future of Service series, Chris Hallmark talks us through how companies unwittingly prevent their customers from embracing digital adoption, and what they can do to ensure they’re not standing in their own way.

To most organisations, it won’t come as any surprise to learn that their customers are keen to explore the digital opportunities for interaction that are made available to them. In fact, impact of Covid has caused digital adoption to soar, with Salesforce reporting the average percentage of customer interactions happening via digital channels growing from 40% in 2019 to 60% in 2020.

What might be more of a surprise, however, is how many organisations are unknowingly preventing an even greater shift through poorly designed customer journeys and experiences. There are many reasons for this to happen, but the simple truth is that when it comes to designing digital customer journeys, companies are often far too inclined towards cost-driven solutions. This might be a saving in the short-term, but favouring this approach over customer experience-led solutions ultimately leads to failed customer journeys, leading in turn to poor customer experiences, in addition to higher costs in the long term as customers abandon these newly-built digital journeys in favour of existing human interactions.

Overcoming these barriers is key to digital adoption, but it requires concerted coordination of multiple capabilities, internal and external, to achieve a joined-up outcome. In the white paper below, we explore these barriers in much greater detail, and outline eight key areas of opportunity for tackling these obstacles, and creating a digital channel design that customers will want to use.