Digital channels: A reality check

J.D. Power's recent data offers a sobering reality check for CX practitioners: Despite massive investments made in the last 10+ years to create compelling digital experiences, only 36% of customers choose digital as their first interaction channel.

This gap between investment and adoption is one that must be tackled.

Addressing it requires simplifying access to human support and providing effective guidance on the optimal path to task completion, rather than leaving customers unattended in front of a myriad of channels and options.