Even before COVID-19, the digital relationship between organizations and their users had become too complex to manage. As the digitization of public and private life accelerates, individuals are overwhelmed by the range of apps, websites, and channels required across every organization they interact with.
While these new channels and technologies create major new business opportunities and productivity gains, a radical shift is required to simplify digital relationships with both public and private organizations.
To compete in a fragmented digital world, organizations must move away from creating tools that help customers navigate organization-specific tasks in departments or specific units, and invest in digital ecosystems that operate around the individual.
This brief explores the complexity of self-directed digital experiences (e.g., websites, social media, chatbots, smartphone applications, etc.) that organizations provide to their customers and what is required in the future to address this through machine learning, automation, and AI.