Overview
Digital has changed the ways customers interact with businesses, as well as how organisations collaborate to deliver the required products and services. Customers are expecting a seamless omnichannel experience across all touchpoints with a business they are interacting with; employees are expecting integration across channels and processes to improve efficiency; and businesses are expecting technology to improve profitability while delivering better products and service quality.
The digital experience is not a singular event. Adding a website or a mobile application to existing channels of interaction is not sufficient to enable users in the virtual world; it may even unwittingly create complexities for users and the business. User experience journeys must be holistically reviewed to ensure a seamless omnichannel experience.
