Think of it this way. In the early days of multi-channel e-commerce the online brand of, say, a high street retail chain was probably an extension of the offline, bricks and mortar offering. Customers liked and trusted a particular store so they didn’t need much persuasion to buy from the company online as well.
Today things are very different. Across a range of consumer-facing sectors – from banking and insurance to retail, travel and telecoms, significant numbers of customers see the web as their preferred point of contact. Banking is a particular case in point. These days, how many of us visit a branch to transfer money between accounts or manage direct debits? The truth is, if we have online banking we probably do it all via a PC, tablet or mobile.
Hence the importance of the digital experience.
It’s a trend that begs a question. If this is the age of the ‘digital brand’, has your business done everything it can to provide customers with the same level of service that they expect when they go into a local bank branch, or a well-run high street store. Or to put it another way, is your company truly ‘digital’ in its outlook? Continue reading