Publishing of Belleghem’s book was accompanied by a discussion on digitalization and digital transformation, which cannot be successful without the human factor.
When Digital Becomes Human – The Transformation of Customer Relationships was translated by Marjan Novak, editor of Marketing Magazin, who on this occasion talked with Ranko Jelača, member of the Management Board of Telekom Slovenia, Igor Pauletič, director of the company FrodX, and PhD Mitja Pirc, Director of Indigo Consulting.
As Pirc said in the introduction, the book is dedicated to digital and human, and the point where they meet – customer relations. Steven Van Belleghem, internationally renowned marketing expert who is currently mostly engaged on studying customer experience, in this book points out that despite all the automation and robotics in companies, there can be no success without human relations. The interlocutors agreed with this, believing that digital services can be fast, easy and fun, but it always needs the support of people who, in case of any problems, will jump in and provide consumer with immediate help. Van Belleghem in the book points out that about 73 percent of consumers prefer to have a human contact in a company, even if the company is fully digitized (as, for example, Uber). This was also observed by interlocutors at the book promotion, who say that the Slovenian buyer is becoming increasingly demanding. At a time when customers can find out all about the products and services at any moment, the greatest danger for companies are ill-equipped sellers, Pauletič stressed.
Ranko Jelača said the key message of the book is that digitization in itself is not enough. “Without human contact, without relationship that develops between people, machines and customers have no future in this ecosystem,” Jelača is convinced.
Digital transformation is a buzzword currently, bringing with it a number of challenges, warned Mitja Pirc. In his opinion, there could come to a greater social stratification because those employees who cannot adapt to changes quickly enough will lose their jobs. Jelača added that every development brought with it changes which we had to adapt to in one way or another, but added that there must be responsibility towards social security. “A lot of local knowledge will become irreplaceable, and talented individuals will be even more prominent,” said Jelača regarding future employment. Pauletič is convinced that success will come to those companies that will best educate customers and thus simplify their life.
When Digital Becomes Human in Slovenian language can be ordered at [email protected] at a price of 19 euros.
