More UK individuals are becoming digitally savvy and are expecting businesses to offer a digital, multichannel experience. With 76% of UK individuals using online banking¹ and with a forecasted 65% of individuals using smartphones by 2025², it is clear that digital transformation and digital technologies are no longer simply nice to haves. Digital technologies are vital for businesses if they want to stay in touch with their customers, partners and citizens.
As more people are using digital solutions, businesses have an urgent need to understand and act upon how the modern, digital savvy customer expects to interact and engage with their business.
Understand why customers are expecting digital interactions, and how those businesses that are proactively creating digital, customer centric solutions will be the ones that are championed by their customers in the end.
What is digital transformation?
Firstly, let’s take a look at what digital transformation is within business.
Digital transformation can be seen as the adoption of digital technologies to transform and improve businesses by replacing traditional, non-digital methods. Digital transformation can be seen anywhere within business, from internal business improvements such as transferring IT systems from servers to the cloud. To external business enhancements such as digitalising customer communications and payments to providing customers with multichannel communication options.
Why does customer experience and digital transformation matter?
As more customers become digitally conscious, there is a need for businesses to digitally transform to prioritise their customers’ experience.
During the COVID-19 pandemic, the average UK adult had more free time³. More time was spent addressing finances, organising admin, and therefore contacting Customer Service teams much more than usual. Some businesses showed their flaws by not having a digital customer service offering in place. The only way for their customers to interact with their business was by phone. This led to an increase in customer service phone calls and longer call waiting times, causing many negative customer experiences.
A recent call centre study carried out by Which?, found that the average customer call waiting time was just under 41 minutes⁴. HMRC also reported that customer service demands increased 31%⁵, and that the increase in support tickets isn’t going away anytime soon.
As customer queries are not decreasing, businesses have a real opportunity to address how digital technologies can serve their customers better. Businesses can address how to put their customers first, by giving customers the choice on how they want to interact with their business.