Step Away From the Skinny Jeans...

A few weeks ago, I was discussing the progression of the digital enterprise with some friends and colleagues and we laughed at the thought of all of us trying to pretend to be Generation ‘D’. From a wardrobe perspective it’s the equivalent of asking us to squeeze into those trendy skinny jeans! On a more serious note, we came to the conclusion that ‘going digital’ is not the end objective; it is merely the means to an end. The objective is to meet with our customers where they want to meet us, whether it’s online, in a branch over a coffee, via text message, on my smartphone, or on whatever new crazy gadget Gen D folks dream up.

There is a simple message here though: customer service and building relationships with our customers is still the same, it’s still about meeting their needs and making customers happy. But now it needs to happen in a much wider and dynamic environment. So when banks sweat over their strategy to ‘become digital’ it needs to start with the customer at the center, meeting their needs must be the beginning of the journey, not a debate about bits and bytes. This requires advanced technology that can flow with the customer’s lifestyle, seamlessly moving from desktop to smartphone, to call center to branch as the customer moves from home to car to office to lunch break! Customers expect you to be able to follow their inquiries and service requirements as they move through their life.

We non-Gen D folks may have to ask our teenage kids to program our phones, but we do know plenty about delivering customer excellence and we are still relevant to the digital transformation goal. We don’t have to pour ourselves into those skinny jeans to have something to contribute to the digital journey, we have to remember delighting the customer is the end goal, and technology is part of the way we get there.


In Build for Change: Revolutionizing Customer Engagement through Continuous Digital Innovation, Pegasystems Founder & CEO Alan Trefler shares his insight on what organizations can do to serve the next generation of customers and survive the pending "Customerpocalypse".