While COVID-19 has accelerated the move towards digital technology and platforms that allow people to connect, work, shop, learn and play online, these digital experiences are also causing major opportunities (and disruption) for brands. At the forefront of those industries that are facing long-term risk are the ones that rely on branded environments and physical locations, such as banks, retail stores and services.
This article does not argue against technology, but instead focuses on how to humanize the digital experience and find the right balance between technology and human interaction. When done right, digital technology can empower businesses and lead to greater employee engagement and customer satisfaction. Without this balance, though, we believe many of the things that we take for granted when visiting a physical store will disappear, leading to fewer jobs, a worsening of service experiences, and ultimately the lessening of consumer’s buying power.