ARTICLE
TEXT:
"PULL
THE DIGIT OUT!"
Digitisation
is revolutionising the world. Its impact on technology and
communications in particular is resounding, if you'll pardon
the pun.
Quality
standards and accessibility have been appreciably upgraded.
The
ability of businesses to interact with the clients and customers,
even in remote locations, is astounding.
In
short, the capacity for entities to perform, to deliver
and to improve has been elevated to a higher plane because
of digitisation.
Clarity
and purity are two redeeming characteristics which enhance
the appeal to clients and consumers. Personal service can
be, and is being offered, projected and delivered over great
distances.
Now,
somehow the phrase “virtual reality” appears antequated.
One is left to conclude that the images, the ambience and
the experience seems so real. Or is this simply the new
reality?
GET
ENGAGED
At
the forefront of the charge are the banks. Their clients
can now be engaged by product and service specialists delivered
now, on-line and digital. The overwhelming public response!,
“Unreal”!
Personal
engagement with wealth management, mortgage, insurance,
funding and capital specialists is recalibrating the nature
and measures of value.
Digitisation
can, and in some instances is, providing attractive competitive
advantage. Cost constraints are being recognised and adhered
to, while still achieving prompt and effective access to
and delivery of personal service, founded on expertise and
experience.
ENABLING
TECHNOLOGY
Technology
alone cannot and will not satisfy most clients and customers.
In isolation it is devoid of the personalisation that can
only be achieved with human and personal interaction.
Digital
technology enhances the accessibility, productivity and
personalisation of individuals. Thus, technology complements
rather than replaces people. The net result is that appropriately
trained and experienced people, via digital technology,
can enable customers and clients to achieve their goals,
objectives and desires.
Like
all engagements should be, this is a match made in heaven,
or cyber space!
Already
there is wide spread evidence that relationships, trust,
integrity and loyalty are being founded on interactions
made possible and better by digitised communications.
Therefore
the concepts of accessibility, quality, value and immediacy
are being remodelled. All businesses will need to be repackage
their offers to address this reality.
CONVENIENCE
REVISITED
The
promise and delivery of consistant convenience has long
been the highest ranked buying criterium by clients and
consumers for a broad cross-section of products and services.
Tyranny
of distance, time constraints and the impersonal nature
of technology have individually and collectively mitigated
against the appeal of many “value packages”. The specific
dimensions and quantum scores which qualified the appeal
of such were difficult to visualise and verbalise. Not any
more.
The
clarity, immediacy and personalisation of digital communication
channels embellish the ambience, elevates the experience
and expedites the process.
Convenience
which for so long was two dimensional now has attributes
that distinguishes entities, people, products and services.
Moreover,
it seems logical that convenience now needs to be extended
or complemented with the word and concept of enabling.
“Enabling
convenience” has a certain “ring” about it. Imagine. Informed,
empowered customers who have the capacity and the control
to drive the pursuit of their own specific goals and desired
outcomes.
A
CAPITAL IDEA
Miniaturisation
is a concept which is inextricable associated with digitisation.
Products and networks simply get smaller.
But,
not necessarily budgets. Digital technology is not an add-on
to analogue processes, services and products. It requires
the investment and outlay of capital.
Therefore,
the uptake of this potential game-changing channel will
not be for all entities, only for those who have a vision
for the future and a commitment to sustained growth and
competitive advantage.
Many
people have fond memories of vinyl records, audio tapes,
analogue tapes and video cassettes. Likewise, those businesses
which are not planning for and implementing changes to the
digital future will soon be fond memories.
