Digitisation is revolutionising the world. Its impact on technology and communications in particular is resounding, if you’ll pardon the pun. Quality standards and accessibility have been appreciably upgraded. The ability of businesses to interact with the clients and customers, even in remote locations, is astounding. In short, the capacity for entities to perform, to deliver and to improve has been elevated to a higher plane because of digitisation. Clarity and purity are two redeeming characteristics which enhance the appeal to clients and consumers. Personal service can be, and is being offered, projected and delivered over great distances. Now, somehow the phrase “virtual reality” appears antequated. One is left to conclude that the images, the ambience and the experience seems so real. Or is this simply the new reality?


At the forefront of the charge are the banks. Their clients can now be engaged by product and service specialists delivered now, on-line and digital. The overwhelming public response!, “Unreal”! Personal engagement with wealth management, mortgage, insurance, funding and capital specialists is recalibrating the nature and measures of value. Digitisation can, and in some instances is, providing attractive competitive advantage. Cost constraints are being recognised and adhered to, while still achieving prompt and effective access to and delivery of personal service, founded on expertise and experience.


Technology alone cannot and will not satisfy most clients and customers. In isolation it is devoid of the personalisation that can only be achieved with human and personal interaction. Digital technology enhances the accessibility, productivity and personalisation of individuals. Thus, technology complements rather than replaces people. The net result is that appropriately trained and experienced people, via digital technology, can enable customers and clients to achieve their goals, objectives and desires. Like all engagements should be, this is a match made in heaven, or cyber space! Already there is wide spread evidence that relationships, trust, integrity and loyalty are being founded on interactions made possible and better by digitised communications. Therefore the concepts of accessibility, quality, value and immediacy are being remodelled. All businesses will need to be repackage their offers to address this reality.


The promise and delivery of consistant convenience has long been the highest ranked buying criterium by clients and consumers for a broad cross-section of products and services. Tyranny of distance, time constraints and the impersonal nature of technology have individually and collectively mitigated against the appeal of many “value packages”. The specific dimensions and quantum scores which qualified the appeal of such were difficult to visualise and verbalise. Not any more. The clarity, immediacy and personalisation of digital communication channels embellish the ambience, elevates the experience and expedites the process. Convenience which for so long was two dimensional now has attributes that distinguishes entities, people, products and services. Moreover, it seems logical that convenience now needs to be extended or complemented with the word and concept of enabling. “Enabling convenience” has a certain “ring” about it. Imagine. Informed, empowered customers who have the capacity and the control to drive the pursuit of their own specific goals and desired outcomes.


Miniaturisation is a concept which is inextricable associated with digitisation. Products and networks simply get smaller. But, not necessarily budgets. Digital technology is not an add-on to analogue processes, services and products. It requires the investment and outlay of capital. Therefore, the uptake of this potential game-changing channel will not be for all entities, only for those who have a vision for the future and a commitment to sustained growth and competitive advantage. Many people have fond memories of vinyl records, audio tapes, analogue tapes and video cassettes. Likewise, those businesses which are not planning for and implementing changes to the digital future will soon be fond memories.


Barry Urquhart, Managing Director of Marketing Focus is a business strategist, an analyst and an International conference, keynote speaker. His latest presentation is:- “Insights on ‘The Big Picture’ - Future-Proof Your Business”

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Email: Urquhart@marketingfocus.net.au
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