Digitise customer touch points
Digital customer touch points enable more sustainable customer interaction, which in turn results in a better service.
Why consider it?
A customer touch point is any encounter where customers and businesses communicate to exchange information, provide a service or handle transactions. Organisations switch from physical to digital customer interactions for a number of reasons.
Obviously, if the majority of your users are part of the digital generation you might simply have no choice but to interact with them digitally.
Another reason might be the externalisation of (internal) process overheads. For example, organisations that have to process a large inflow of incoming documents from customers (e.g. expense declarations, metering data) can provide a digital tool to allow users to upload the information directly in the required digital format. When done well, this creates a win-win situation: a cost for the service provider is removed and turned into a benefit to the user.
Certain services are dominated by extensive customer interaction. For instance, many knowledge-intensive services (e.g. consultancy, coaching courses) take longer before they are fully delivered. These services can implement digital customer touch points to gather more detailed feedback more frequently and at an earlier stage in the process, which could improve the service quality.
Digital customer touch points can also be used to generate transparency for customers. Some markets governed by compliance requirements can benefit from digitising information exchanges with key stakeholders, including customers.
What does it involve?
- Assessing the potential side effects of making a customer touch point digital. Sometimes, introducing digital customer touch points can affect how users behave. For example, imagine a company introduces a portal to digitally collect expense notes. This reduces the company's operational costs but at the same time might result in more expenses being submitted overall because a simpler procedure might encourage users to submit expenses with small amounts as well.
- Implementing technical infrastructure. Software skills are needed to enable robust and secure digital interaction with users, including: building apps and the corresponding back ends, integrating social interaction tools (e.g. platforms for webinars, online consultation), implementing remote monitoring technologies and so forth.
- Encouraging user adoption. Just because you have digital customer touch points, it does not necessarily mean that your customers will actually use them. You will need a strategy to inform and guide your users towards them. A good user experience that takes into account your audience's digital literacy level is key.
Agoria can assist you with questions on legal aspects and standardisation https://www.agoria.be/nl/Digitisation-Rules-Standards
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