We spoke with EY’s Ioannis Melas about how customer expectations are evolving in line with digital technology.
How are customers’ expectations evolving in line with digital technology?
There’s a few things that we consider when we think about customer experience. The first one is this concept of great consumer great and the fact that people will compare experiences across providers within different contexts and apply that level of expectation in any context.
The second thing is personalisation and how it gets informed by data privacy. So, there is certainly an expectation that experiences will be targeted and tailored but how that gets delivered and how you share and surface data with the customer also needs to happen in a way that constitutes a fair exchange of value and comes across as non-intrusive, non-creepy. ...