Customer Experience Question:
How much would you try to replace the human customer experience with a digital one?
Answer:
There is clear evidence that digital contributes a lot to making the experience easy and fast, especially in transactional types of relationships such as buying a book, which customers like. Digital is also great for information-intensive experiences, such as complex products and services that require customers to do a lot of research before buying and of course, digital experiences are much cheaper for companies, though most surveys show that companies do a poor job of managing them especially when it comes to coordinating across digital and human channels.