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Digital innovation has been a game-changer for companies, but the real question is: do companies really understand what this new type of consumer want? 88% of customers use digital channels at some point in their experience. And only 36% believe digital channels are better than non-digital channels. So it is not about investing all your money in digital. You need a strategy behind and figure out the ideal customer journey that each different customer desire, with the best mix of digital and non-digital options that allows customers to pursue the experience they want at any given time. Customers can‘t be digitized. That means making customer experiences more, not less, human. Read less