Solving the crisis of immediacy: How digital technology can transform the customer experience

Abstract

Marketers are currently facing a ‘crisis of immediacy’ challenge: how to meet consumers’ need to receive content, expertise, and personalized solutions in real time during their shopping experience. Today's digital technologies—such as video conferencing, location-based mobile apps, and augmented reality—provide a highly personalized and immersive environment that allows for interactivity and rich information exchange between the brand and consumer. We conducted in-depth interviews with over 35 retailers, large-scale surveys with international shoppers, and pilot projects with stores and banking institutions to study how companies are leveraging digital technologies to transform the customer experience. Our findings show that there are two main technology-based models that organizations are deploying to support customers’ immediate needs: the remote expert and the digital assistant. We provide company examples of both models, as well as when they are most appropriate and success factors to inform managers.