The Problem With Digital Transformation Today

Companies have the desire for revolution, but the stomach for evolution.

—Michael Brown

One of our clients, a water company in the United Kingdom, told us in the mid-2010s that they were looking to go through a digital transformation and they were particularly looking to expand the Facebook and Twitter channels as a way for customers to contact them. So when we were doing research they were very keen on specifically asking questions about the different contact channels: phone, webchat, and social media. The research found that contacting the company by web and social media doesn’t drive value and in the discussions, we found that 94 percent of contacts come on the phone. When we looked ...

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