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How To Balance Digital and Human Customer Support

The more we adopt self managed, digital channels which optimise our expectations for ‘always there’, real time delivery, we are also rediscovering the expectation for human engagement when it matters. We are complex in our needs and so customer relationships are tricky in terms of striking the right balance.

Therefore effective omni-channel design is an engagement experience that works in any given customer situation. Here’s one example.

Even though John Lewis is recognised for their online successes, they still keep their eyes focussed on what matters to their customers. For instance, online sales grew by 17% in their latest financial year, with m-commerce up by 34%. However they also spotted that their online sales go up in areas where they open a new shop. This is how John Lewis chairman Sir Charlie Mayfield explained the effect.

“Our results were very much a result of the effective combination of shops and online, demonstrated by the fact that more than three-quarters of our customers made a purchase from one of our shops,”

In other words, John Lewis customers recognise they want both convenience and the human touch.

In contrast to the desire to pop in store, Up2Drive, a division of BMW bank North America, had a different omni-channel design challenge. Their business is to loan customers before they go shopping for a new car.

Continue here: customerthink.com