Embracing the digital age without leaving legacy customers behind
Digital transformation often comes with an unexpected hurdle: customers who are reluctant to embrace change. Although customers are the top driver of digital transformation, some are a little more resistant to new digital routines. Indeed, customer behavior can spark or stall digital transformation efforts and leave businesses wondering how to keep these customers happy.
These resisters are the shoppers who write checks at the grocery store, fill out deposit slips at the bank or pop a disc into their DVD players to enjoy a movie instead of streaming it. In fact, these resisters are more common than you might expect. Netflix’s DVD shipping business, for example, still comprised a surprising 51.5 percent of its operating profit in 2016, according to the company’s Jan. 18 earnings report.
“This is why Netflix has not killed off the DVD business,” says Michael Goodman, digital media director for Strategy Analytics. “It is not the future, but it is still very profitable.”
However, organizations understand that digital transformation comes with many benefits, including increased agility, competitiveness and productivity.
So in this digital age, how do you plan for a digital future without leaving “analog” customers behind? Here are some tips on when and how to preserve or sunset legacy lines of business and customer service processes.