Perspectives: Digitalization and the Customer Experience—Don’t Forget the Human Element

As the post-millennial generation begins to ramp up in the consumer market, companies seek to better understand their new customer base while also meeting…

As the post-millennial generation begins to ramp up in the consumer market, companies seek to better understand their new customer base while also meeting increasingly onerous expectations. This generation, like the one before it, expects faster results and near instant gratification in its buying experience. Loyalty in consumerism is a thing of the past, and competition has never been tougher. In order to meet the new burdens of demand, product and service providers continue to transform their customer service capability, examining the entirety of the “customer journey” rather than simply a single transaction approach, as was the practice of the past.

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