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ARTICLE · 18 FEBRUARY 2021

The digital future of customer experience: managing key risks

Corrs Chambers Westgarth
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Corrs Chambers Westgarth

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Traditional models of customer care are challenged by opportunities presented by digital and data-driven transformation.

AustraliaConsumer Protection
Helen Clarke
Helen Clarke
James North
James North
Viva Paxton
Viva Paxton
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Traditional models of customer care are being challenged by the impacts of COVID-19 and the opportunities presented by digital and data-driven transformation.

Many organisations have looked for cost savings by establishing customer service teams offshore. For some, however, service continuity - particularly during widespread COVID-19 lockdowns in foreign jurisdictions - and cultural differences have prompted a return to Australian-based services.

It is also timely for businesses to consider how artificial intelligence (AI) and digital solutions can deliver resilient, instant, convenient, proactive and personalised services throughout the customer journey.

How can businesses manage key risks while transforming the customer experience?

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