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Four Reasons to Simplify Before You Digitize
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Byurcan
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Byurcan,
User Rank: Author
4/16/2014 | 1:28:26 PM
re: Four Reasons to Simplify Before You Digitize
That is very true. While consumers generally do want the convenience of digital channels (except my great aunt, who still goes to the branch to buy CDs) they may not want or like every latest cutting edge thing the 'experts' say they want.
craytek
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craytek,
User Rank: Apprentice
4/15/2014 | 9:47:18 PM
re: Four Reasons to Simplify Before You Digitize
So true. There's often an assumption that customers already fully understand all the product nuance (they don't) and that certain online or mobile conventions are intuitive (often they're not). Being confused by a few product issues and a few technology issues can be a lethal combination, or enough to abandon transactions and go back to conventional channels. Thanks, Jonathan
craytek
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craytek,
User Rank: Apprentice
4/15/2014 | 9:42:30 PM
re: Four Reasons to Simplify Before You Digitize
Thanks, Kelly. Yes, what we're seeing is often a solid first attempt to improve communications and leverage new tech. However, like most communications, they evolve, change, and even become more complicated -- as do the products and services offered by companies. What's needed is a keen, ongoing focus to balance the content and the technology. It can't be a one-and-done approach. Maximizing, as you point out, is an iterative process.
Jonathan_Camhi
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Jonathan_Camhi,
User Rank: Author
4/11/2014 | 7:25:16 PM
re: Four Reasons to Simplify Before You Digitize
Yeah we've seen instances where banks might roll out something new and innovative and it takes a while for customers to adopt it because they don't understand the tool. The banks need to be conscious of that all the time.
Kelly22
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Kelly22,
User Rank: Author
4/10/2014 | 5:59:45 PM
re: Four Reasons to Simplify Before You Digitize
You spotlight a key point here, Charlene: improved communications can maximize the impact of new technologies. The way consumers communicate has changed, just as the ways they use tech. Building smarter, customized communications can help businesses make the most of their tech investments.


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