Seamless app5/19/2023 Seeking contextual and proactive digital interactionsĬustomers expect organisations to understand their individual needs and context and to use this knowledge to support them. Customers are irritated by complex interface, fragmented cross-platform or cross-device experience, an absence of features that would have met their specific needs, and a lack of relevant and timely support. They expect digital tools to work well for them, but too often these solutions are not connected or intuitive enough to be integrated into their lives. ![]() When digitalisation irritates customersÄigital customers rely on the web and mobile apps for entertainment and household activities such as payments and tracking orders. Unfortunately, their expectations are often ahead of what is being offered, resulting in disappointment and irritations that are preventable. To consumers, digitalisation equals solutions that are fast, tailored to their specific needs, and integrated into their daily lives. In Europe, one in every two citizens owns a smartphone. ![]() Consumers in the developed world are increasingly digitally connected.
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