Your Dear Digital!
Digital Jamming
The world has become a smart place as per claims of digital movement across the globe and as we see everyone is digitizing their business and services. The unpopular COVID-19 has been a master mentor to push digitization to the maximum. So, everyone is focusing on digital as they see the opportunity to connect without boundaries through the internet. To a large segment of the business, digital is still a means of branding or a connector to new customers. They haven’t taken the advantage in an actual sense, nor it fulfils their customers’ need. Many small and medium scale organizations still believe having a pleasant web page, the ability to collect information from the customer through digital forms is an achievement in their digital path. In fact, some of us would have encountered that fill the digital form and print, sign physically and upload the form as part of someone’s digital strategy.
Everyone’s interest is no one’s
Without a Digital Vision for the organizations, they end up in automating few workflows, introducing few new websites, launching a mobile app as their strategy. Are they visualized to make their life easier and build excellence or to build a brand image by having their own content in mobile stores, or they are truly focused towards customer-centric business and leading to the transformation? Digitization means giving the power to customers to demand, to choose, and to control the service they need. It’s the way we re-arrange our business or services towards empowering the customer, thereby attracting more customers, breaking boundaries (ex: geographically), increase the reach of services and also build efficiency in our services. It’s a major shift for a few organizations who are not ready to accept the customer-centric model of delivery but want to control them.
The level of customer-centricity and readiness towards new ideologies determine the organization’s digital evolution. Whether it’s simply a branding web page or information collection digital forms or Selective digitization of service or Truly digital is based on their business strategy. We see millions of apps in digital stores, but not even 0.001% of apps we install in our mobiles. It’s the same for the web pages, and our browsers never opened most of them. So unless the journey of digital is truly customer-centric and makes their life easier and better, it's unwarranted to expect the digital journey can connect with customers.
Life is Smarter but better?
Digital era expected to give back the time to customers and make them feel happier and stronger! By taking the services to their doorstep, we empower them and take control of their life! The way the weekends a salaried employee spend in this decade is way different from the previous decade. When did we last visit the bank or post office? Even hospital? The E-Services have changed our lives and freed up 'time'. However, we can’t say the bonus time is used effectively by individuals who have been a beneficiary of the digital revolution. The quality of life how much it’s improved? we can't still say ‘it's better’. Because equally the free time is occupied with social media, streaming services, and many more attractive components of digital. The time that digital frees up is also consumed by it.
The Dear Digital is about caring about your life, your personal time, your family and mental health. Be it an IT employee or any service organization employee or customer, the time they spend with digital means has increased exponentially. If the power of ‘On-Demand’ goes to a kid, he/she can keep asking their favourite junk food till they get burned out or physically become unfit. The digital services often give the power to choose our favourite & liking which often makes us imbalanced. How about tweaking the digital from ‘Customer-Centric’ to ‘Customer-Care-Centric’ approach?
Lovingly Digital
Dear Digital shall focus on mental, physical, emotional care of the customer besides delivering services. While on video conference, if there is a pop-up, and it asks you to blink your eyes a few times is not a bad feature! If you are ordering food and if suggests healthy food based on your BMI, or when you open up a laptop, and it presents a blessed quote to bring smile is an easy option to enable. However, beyond this, what if a streaming partner is ready to recommend you, to shut down for the day as you watched too much content and they are ready not to overuse the consumer! Or what if, your mailbox recommends closer of mails for half a day to spend time with your family in a weekend! After all, “the customer is the business”, isn’t it! Their well-being is critical for every business and service! A Dear Digital Strategy shall also think about how we can make our customer live happier and satisfied, while they still use our services. Truly digital is a strategy which can build the business, but Dear Digital can make it succeed longer with more Care for Customers! We still have lots of people who believe digital is harmful and they strive to cut down every means of interaction to that world, however, a significant portion of people embrace digital means to their life with belief and hope. Isn’t the responsibility to keep their hope and enabling a happier and loving life to them is the responsibility of digital service providers. This will bring more balance. Also, the real benefit of digital can be powered back to human to improve quality life. The positive influence and time conscious digital means by social media or business houses can enable better connect with self, family and nature, in reality. Hope the ‘Dear Digital’ brings and establishes care for human and well being. The Customer-Care-Centric approaches shall prevail in Industry to reap the best of digital in transforming the lives of ours!
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