For many business owners, digitalisation presents a delicate balancing act.
New technology can streamline operations, improve efficiency and attract younger customers. But what happens to the loyal customers who’ve been with you for years and prefer the old way of doing things?
This week’s Let’s Talk feature explores a question many business owners are grappling with: how do you digitise your business without losing longtime customers? Our experts weigh in with their perspectives and practical advice.
Let’s Talk!
Megan Hughes, Managing Director & Vice President of Sales for JAPAC, HubSpot
“The best performing Australian businesses have cracked the code on digitising rapidly while deepening customer loyalty. Their success comes from laying the right digital foundations and then implementing AI to scale impact
“HubSpot’s 2025 State of Business Report shows only 12% of Australian businesses have reached advanced AI adoption, yet these leaders are 4x more likely to report significant growth. The difference comes down to foundational readiness. Fully digitalised businesses are 10x more likely to have advanced AI implementation (40%) compared to those minimally digitalised (4%). It doesn’t have to be a choice between technology and relationships when there’s a unified infrastructure that strengthens both.
“The key is hybrid teams, when humans lead with intuition and empathy, AI accelerates with speed and scale. This way, when longtime customers interact with your business, they experience the personalised attention they’ve always valued, now delivered with unprecedented speed and consistency.
“Achieving that starts with defining your authentic brand voice and target customer. Then uniting your data so both humans and AI have complete customer context. From there, AI amplifies your human touch by personalising at scale, handling routine requests instantly, and freeing your team up to focus on complex issues and relationship building.”
Hayley Fisher, ANZ Country Manager, Adyen
“Nearly half of Australian consumers (46%) still prefer to shop in-store, compared with just 17% who favour shopping purely online, according to Adyen’s 2025 Australian Report. The message for retailers is clear: Australians haven’t abandoned brick-and-mortar shopping – but that doesn’t mean they’re resisting digital change.
“In fact, the most successful retailers aren’t choosing between physical and digital. They’re blending them. Today’s shoppers move seamlessly between channels, with 59% saying they’d be more loyal to a retailer if they could buy an out-of-stock item in-store and have it shipped to their home. And 62% will abandon a purchase entirely if their preferred payment option isn’t available.
“Digitisation shouldn’t erase what customers love about in-person retail – the familiar faces, tactile experiences and instant gratification – but enhance it. Investing in unified payments, mobile checkout, click-and-collect and real-time stock visibility preserves that personal connection while adding modern convenience.
“By digitising around customer experience, not in place of it, retailers can retain their loyal base while meeting the expectations of a new generation of connected shoppers.”
Bede Hackney, Head of Zoom ANZ
“Digitizing a business is not just about adopting new technology; it’s about enhancing every interaction while preserving the trust, reliability and empathy that built your customer base. In fact, digital transformation succeeds when technology is amplified with human connection.
“A recent Zoom-commissioned study into ‘AI natives’, Australians aged 18 to 24 who have had early exposure to AI and are currently active users, revealed while four in five (80%) want the option of escalating to a human agent in their customer interactions; 59% also said businesses should offer AI options for faster resolutions.
“This AI-human combination is already unlocking value for Melbourne-based bespoke cryptocurrency brokerage Caleb & Brown, which has grown by more than 25% since October last year, a period during which it was using Zoom’s AI-powered tools to improve Broker & Client engagement. Dan Johnson, Head of Product at the brokerage says his team uses Zoom to ensure fast, high-touch, personal support.
“Customers are seeking seamless integration between AI and human expertise. Smart and secure AI-first tools combined with the human touch can improve customer retention and build brand loyalty.”
Ginger Kidd, VP Marketing and Communications APAC, Sinch
“Ensuring your business keeps pace with digital upgrades without losing loyal customers can be a tricky balance to strike, but the key is to adopt a people-first approach.
“Don’t just add tech for the sake of it; elevate your customer experience. Our research has shown that 60% of consumers in APAC want information to be carried across chat, email, phone and text channels so that they don’t have to repeat themselves. Customers want a consistent conversation, and brands need to give them this – no matter which communication channel they use.
“People come to digital channels for three main reasons: trustworthy advice (44%), technical support (40%) and order tracking (35%). But if you’re looking to deploy AI to drive efficiencies, it’s best to focus first on the second and third of these. Automated and AI technologies can be especially helpful for routine, low-risk tasks like appointment scheduling or order updates. But for complex or sensitive matters, access to a human customer support member is crucial. So, apply AI where it is going to have the biggest impact first, not on more complex engagements like providing advice, that may risk customer loyalty.
“Finally, addressing consumer security concerns is also key to maintaining trust. 41% of Australians are worried about data privacy and security with AI, so utilise secure technologies like verified sender IDs and one-time passcodes to reduce scam anxiety. The takeaway? Use AI where it helps, not where trust is at risk.”
Kim Owen-Jones, General Manager Customer Acquisition ay MYOB
“Digital platforms are no longer optional – they are essential. Whether you’re a local retailer or a national enterprise, customers expect seamless online experiences, fast service, and personalised engagement.
“Digitisation isn’t about technology for technology’s sake. It’s about staying relevant. Today’s customers live in an omnichannel world -they research, shop, and engage both online and offline. Businesses that fail to meet them there risk fading into the background.
“But digitisation also brings internal benefits: improved efficiency, smarter data insights, and better decision-making. In MYOB’s latest Bi-Annual Business Monitor, businesses reported higher productivity (35%), improved collaboration (32%), and faster payments (27%) as some of the benefits of technology. Moreover, automation and digital tools free up time for employees to focus on customer relationships, rather than paperwork and manual tasks.
“The key to a successful digital transformation lies in evolution, not revolution. Use technology to enhance the customer experience, not replace it. Here are some ways you can modernise your businesswithout losing what makes you special:
- Communicate the change.
Longtime customers value trust and transparency. When introducing digital tools, explain how these changes benefit them, such as saving them time. Clear communication builds confidence and reduces resistance. - Maintain the human touch.
Even the most advanced automation can’t replicate empathy. Keep connections alive through personalised emails, loyalty programs, and proactive customer support. A digital experience should feel human-led, not machine-run. - Use data responsibly.
Digital transformation offers powerful insights into customer behaviour — but data privacy is non-negotiable. Protecting customer information demonstrates integrity and strengthens long-term trust. - Empower your team.
Your employees are the bridge between old and new. Provide training and support to help them embrace digital tools confidently. When staff feel equipped, they can champion the transformation and reassure customers through the transition.
“Digitisation done right doesn’t erase your legacy – it amplifies it. The goal isn’t to replace the personal touch with algorithms, but to use digital tools to make that touch more consistent, more efficient, and more meaningful.
“Businesses that strike this balance will not only retain their long-term customers, but attract a new generation that values both convenience and connection.”
Rakesh Prabhakar, Head of Zoho Australia and New Zealand
“Digital business has fundamentally changed customer expectations, putting pressure on companies to deliver greater access and convenience. Yet, digitisation can be a double-edged sword. While new tools promise efficiency and growth, poor implementation can disrupt long-standing customer relationships.
“Complex implementations and new tool roll-outs can often lead to considerable downtime. Instead of replacing entire systems at once, business leaders should start by identifying specific processes, teams, or inefficiencies that need immediate attention. From there, they can introduce digital tools that automate time-consuming tasks like data entry, reporting, and data cleansing. These create early wins that build momentum for broader adoption. This phased approach ensures smoother digitisation, empowers employees through practical improvements, and ultimately enhances customer experience.
“Simplifying operations by consolidating systems into a single ecosystem also helps maintain consistency. Connecting teams across departments on a common platform improves responsiveness, reduces complexity, and keeps the customer experience seamless.
“Today, more touch points in the customer journey implies there are more places for customers to fall out of the engagement. Appointing a CXO can help ensure the voice of the customer remains central to any transformation. By leveraging data and technology, CXOs can align teams, identify friction points, and drive retention strategies that build long-term value.”
Anthony Capano, Regional Director, APAC, Intuit Mailchimp
“Digitising your business isn’t about losing the personal touch. It’s about scaling it. The right tools can make it easier to reach your customers where they already are — in their inboxes, on social, or online. Automation, for example, can keep the conversation going, while segmentation will make it feel one-on-one.
“To make automation work for you, make it thoughtful and personal. Send a thank-you note when someone makes another purchase or a friendly reminder when stock runs low. Share an offer that fits their interests. These are just another way to show you’re paying attention.
“Your longtime customers are more likely to stay when they feel seen and valued. Digitisation should strengthen that connection, not weaken it. When you use the data you already have—like purchase history, engagement trends, or preferences—you can show customers you still know them, even as you grow.”
Elise Balsillie, Head of Thryv Australia and New Zealand
“Many businesses start digitising to save time, however the real opportunity is to use that time to serve customers better. Technology should simplify what is repetitive, so you can focus on what is irreplaceable: trust, loyalty and connection.
“Begin with clarity: map out every touchpoint where customers engage with you from the first enquiry to repeat purchase and identify what slows things down. A simple online booking or automated reminder system can eliminate friction instantly. Each improvement is not only operational; it’s also an act of respect for your customer’s time.
“Then, let insights guide your next move. Digital systems generate data that can reveal loyalty triggers, what prompts repeat visits or when a customer quietly drops off. Use that information to act with intention: send timely follow-ups, reward consistency and anticipate needs before they are voiced.
“Digital doesn’t mean distant. When automation handles the admin, you create more space for the moments that build belonging and that is what keeps your oldest customers feeling right at home in your newest systems.”
Debbie Hatumale-Uy, Chief Marketing Officer and Advisor – Digital Solutions Program, Realise Business
“Embracing digital isn’t about chasing every new tool – it’s about finding smarter ways to do what you already love, so you can run your business with more purpose and passion.
“Many small business owners worry that digitising will make everything feel too “robotic” or drive away loyal customers. But when done thoughtfully, going digital can actually bring you closer to them.
“Keep things human. Use digital tools to enhance your relationships, not replace them. Whether it’s a warm social media post, a thoughtful email, or a more streamlined way to order online, your goal is to make every interaction feel personal. Add small touches that show you’re listening – reply to comments, celebrate wins, and share stories from behind the scenes. These remind people there’s a real person behind the brand.
“Using AI as your co-pilot is one way to embrace digital without losing the you. Let it handle the heavy lifting – planning, drafting, automating – so you can focus on the creative, personal side only you can bring.
“Digitisation should make life easier, not harder. Lead with heart, stay consistent, and your customers won’t just stay – they’ll love you all the more for it.”
John Harding, general manager, managed services, Konica Minolta Australia
“Digitisation is a balancing act for every size of business. Advance too quickly and risk alienating customers; move too slowly and fall behind competitors. Longstanding customers value familiarity, so businesses should introduce digital tools in a way that complements the customer experience, not disrupts it, such as keeping traditional service channels available while gradually layering in new options to maintain trust and confidence.
“Communication throughout such a transition is essential. Customers need to understand how digital changes will benefit them directly, whether through faster service, greater convenience, or improved outcome quality. This requires clarity and transparency, not jargon. Additionally, it demands setting expectations early and demonstrating that digitisation serves the customer rather than the business alone to reduce the risk of customer attrition.
“Digitisation also offers opportunities to strengthen loyalty if executed thoughtfully. Data-driven insights let businesses personalise experiences in new ways, making long-term customers feel recognised and valued. Digital solutions can also free staff from repetitive tasks, giving them more time to focus on higher-value customer interactions. Businesses that position digital initiatives as tools for enhancing personal service and improving outcomes will demonstrate to their customers that transformation is about building on what they know, not replacing it.”
Janice Cha, VP of Platform and Client Services APAC at Nexxen
“Within recognising the power that digitisation brings, we have long been committed to providing advertisers with the technology tools they need to seamlessly plan, activate and measure TV across channels.
“From a client perspective, AI assistants like our nexAI are driving accessibility and efficiency. They simplify the process of translating complex data into actionable insights and campaign strategies, which can then be directly activated within the platform.
“What once required specialist teams and multiple logins is now becoming more intuitive and seamless for marketers. AI assistants not only transform advertising workflows, but also give marketers clearer visibility into performance and outcomes.
“The nexAI assistant continuously monitors and optimises campaigns in real time, leveraging machine learning to maximise performance and ROI. This includes advanced algorithms that evolve and adapt, exponentially improving over time through iterative learning.
“By digitising and automating repetitive and time-consuming tasks like data collection and reporting, teams have the ability to pivot towards more strategic priorities, whether that’s uncovering growth opportunities, refining messaging or building deeper client relationships.”
Sharon Nouh, Founder and CEO at ProSpend
“The key to digitising without losing long-time customers is empathy, not just efficiency.
“From an accounts payable process, which is one of areas ProSpend is focused on improving, businesses should be more concerned about how their partner and customer relationships could be impacted if they do not automate and digitise.
“At ProSpend, the Australian-built spend management platform designed for ANZ finance teams, we begin where customers feel pain and design the digital journey to remove that friction. Then we roll out in phases: pilot with an early set of adopters, keep the legacy option in parallel, and offer simple ways to adopt like email-in documents or one-tap approvals.
“Assurance is key to a smooth digitisation transformation. We don’t want to rip the safety net away – phone help, clear fallbacks, and having a real person to speak with during the first 90 days of a new implementation are essential. Most importantly, we communicate the ‘why’ and the ‘what’s in it for me’ in plain English, train customer champions, and report back with ‘you said, we did’ updates.
“Streamlining accounts payable is a win for everyone. Suppliers appreciate prompt, predictable payments and can better manage their own cash flow when they can rely on timely remittances.
“Ultimately, meeting modern supplier expectations is non-negotiable for organisations that want strong partnerships, along with the efficiency and strategic gains of a streamlined AP process.”
Jonathan Reeve, Regional Director, ANZ at Eagle Eye
“The march towards true personalisation – particularly in the retail loyalty sector – is happening in stores and on apps across Australia and globally, driven by artificial intelligence and real-time data. The granularity businesses and marketers can view and target their customers with was simply not practically possible just several years ago.
“A true real-time data and one-to-one personalisation journey requires more than new technology. It also demands a change in how businesses think about customer relationships.
“While modern, AI-driven personalisation and omnichannel engagement are transforming industries globally, these approaches represent somewhat untapped opportunities in the Australian and New Zealand markets. While the true-personalisation sector is still young, ANZ retailers, in particular, that implement such strategies could create a compelling advantage.
“The execution of loyalty in modern ANZ retail combines data, personalisation and strategy in increasingly sophisticated ways. Businesses with a solid grasp on these elements can widen the gap between themselves and competitors who haven’t evolved their approach.”
Billy Loizou, Area Vice President and General Manager, APAC at Amperity
“Customer data is the fuel source for success. But organisations in the Asia-Pacific region often struggle to maximise it. Forward-thinking organisations are increasingly driving collaborations between marketing and IT to build unified customer data foundations that attract and nurture clients.
“However, several roadblocks continue to prevent organisations from deriving ROI from customer data investments. It’s the usual suspects: data silos, poor data quality and regulatory challenges.
“There’s three accelerators for company growth in the data-driven age. The first accelerator is to extract data out of the warehouse. All the modelling, insights and analytics you’re trying to drive in the business are that much more accurate as a result. Traditionally, organisations have relied on packaged solutions like CRMs and marketing tools that often create additional data silos. These solutions typically lack the tooling to connect directly with modern data infrastructure and require connectors to communicate with other systems in the organisation.
“The second accelerator – identity resolution – addresses the challenge of multiple customer records. Amperity’s approach involves a “technological stitch”, which is a patented methodology using 45 different algorithms to identify connections between customer records.
“The third accelerator – actionability – illustrates how organisations can turn unified customer data into practical business outcomes, making it accessible and useful for business teams, not just technical specialists.
“Effectively managing customer data, nurturing it and accelerating value extraction will empower organisations and make them resilient to undulating market shifts, technological advancement and change while increasing their potential for growth and profitability.”
Rich Atkinson, Executive Director of Technology, Airteam
“Digital transformation doesn’t have to mean customer exodus. The key is evolution, not revolution.
“Start by taking customers on the journey. Share a clear roadmap and explain the why behind every change. Even tech giants like eBay and Amazon iterate gradually, understanding that familiarity breeds loyalty.
“Before making changes, understand how users actually interact with your product. Tools like Hotjar reveal behavioural patterns that help maintain consistency in layout, features, and performance during transitions.
“Expect resistance, even to minor updates. Some customers will complain regardless, so plan for it. The solution? Support everywhere. Be visible and responsive across all channels, and ensure your internal team understands the changes too.
“Where possible, offer safety nets. Temporary fallbacks for major transitions give hesitant customers breathing room to adapt at their own pace.
“Finally, measure everything. Establish benchmarks before changes and track both behavioural shifts and business impact afterward. Data reveals whether your digital transformation is working or alienating your base.
“The businesses that successfully digitise are those that respect their customers’ comfort zones whilst gently expanding them.”
Ali McGovern, General Manager, Co-owner, FIREX
“When FIREX transformed from a traditional fire protection wholesaler into Australia’s first 24/7 Click & Collect network for certified fire equipment, the goal wasn’t just to digitise, it was to make life easier for technicians. The lesson? Innovation works best when it’s built around real customer needs.
“Digitisation doesn’t mean abandoning what made your business trusted; it means translating that trust into new systems that work smarter. For FIREX, this meant building tech capability into a nationwide network of automated warehouses, backed by personal customer service, consistent product availability, and a deep understanding of how technicians work in the field.
“The transition succeeded because technology wasn’t the hero; people were. Long-term customers were brought along through clear communication, easy access to familiar products, and product reliability, which enabled the digital shift to make their jobs easier.
“In this episode, Ali is happy to explore how businesses can evolve without alienating a loyal customer base. Because the future of business isn’t about replacing relationships with systems, it’s about using innovation to strengthen the relationships we already have with our consumers.”
Morgan Wilson, Founder & Director, Creditte Accountants & Advisors, Creditte
“Digitising should make life easier for customers, not force them to learn your systems. Start by mapping the customer journey and fixing the friction points first. Online booking, faster quotes, and clear status updates win trust because they save time.
“Keep a human option open. Offer chat and phone alongside the app or portal. Longtime customers value familiarity, so let them choose how they interact and move them across in steps, not all at once.
“Explain the benefit in plain English: “Here’s what’s changing. Here’s why it helps you. Here’s how to get support.” We see this all the time: adoption climbs when the message is simple and the help is visible.
“Pilot with a small group of loyal clients, gather feedback, and improve before rolling out. Train your team to meet customers where they are and measure success with retention, repeat purchase, and response times.
“The takeaway is simple: digitise the experience, not just the process. Better business follows when customers feel seen and supported.”
Sascha Giese, Global Tech Evangelist, SolarWinds
“Digitisation is a must, but never at the expense of the seamless, reliable experience that longtime customers expect. In a competitive digital landscape, a slow site or frustrating AI chatbot is an immediate exit ramp to a competitor. More digitisation means more technology like cloud and AI, and that means more IT to manage.
“Treat every new digital platform as mission critical. Start by instrumenting and observing every digital touchpoint across cloud, apps and network. After all, you cannot improve what you can’t see. Set customer service level objectives that reflect real expectations and optimise what hurts user experience first.
“To manage this at scale, lean on AI. The industry is moving towards autonomous operational resilience, where systems self detect and self heal. Embrace AI-driven observability to future-proof your infrastructure and ensure customer loyalty remains your greatest asset.”
Pulkit Agrawal, SEO Advisor, Realise Business
“Digitising your business shouldn’t mean ghosting the people for who you built it. Start by telling them what’s coming, plain and early – what changes, what stays, and the upside for them. Clarity beats surprise every time. Invite them into the process: quick polls, a champion group, phone check‑ins with your best customers. Ask what ‘good’ looks like, what absolutely must stay, and where the friction lives today.
“Teach, don’t preach. Give short, hands‑on sessions in store and on Zoom; record two‑minute how‑tos; create a one‑pager with pictures and big buttons. If you can show someone’s first win – ordering in under a minute, rebooking without waiting – they’ll brag for you.
“Launch day is the beginning, not the victory lap. Put real humans on chat and phone, publish office hours, and fix issues fast. Close the loop in public: “You asked for guest checkout – it’s live.” Celebrate adopters; reward loyal hold‑outs who try the new thing. Keep an escape hatch for the few who need extra time.
“Digitisation is a trust game. Treat it like a relationship, not an upgrade. Do that, and your long‑timers won’t just stay – they’ll bring a mate. And yes, we’ll keep it human, always.”
Saurabh Arora, Director, True Capital
“Many leaders worry that automation will supersede the crucial personal touch, but in reality, a strategic deployment of technology enhances client relationships, it does not diminish them.
“My team and I have proven that migrating from manual, paper-based workflows to smart digital tools creates a demonstrably superior client experience. Implementing a robust Customer Relationship Management (CRM) system paired with automated, yet tailored, communications is a silent champion of client retention.
“While the industry average for customer retention typically sits around 70%, we consistently achieve a rate of 98% by embedding digital efficiency directly into our core service promise. This success is founded on two non-negotiable commitments: guaranteeing a document turnaround time of under 48 hours, and enforcing a strict policy of never asking a client for the same information twice. These promises are impossible to meet without seamless digital infrastructure.
“By eliminating friction, minimising delays, and removing repetitive data requests, you signal to your clients that you respect their most valuable asset: their time. Do not view digitisation as a shift away from personalised service; regard it as a powerful mechanism to deliver the most consistent, reliable, and exceptional experience possible.
“Client loyalty today is powered by efficiency.”
Geoff Main, Marketing Director, Founder, Passionberry Marketing
“When you digitise, start with empathy. Ask yourself, will this make the experience faster, fairer, or more personal for my customer? If it doesn’t do one of those three, it’s probably not worth doing. Because it’s not adding value or saving cost for either partner.
“Digitisation fails when it forgets who it’s serving. Keep your long-time customers close during change, involve them early, show them the benefit – and celebrate their loyalty. That feedback makes the product better, or saves you heading in the wrong direction.
“Digital systems should give customers agency. Let them see what’s going on – and you’ll cut half your support load, plus double your goodwill. For the larger clients we support with marketing, or when I’m inhouse, the priority is to give full visibility across projects and data.
“Ultimately, digitisation is not the destination. It’s just the delivery system. The real goal is still the same: make customers feel valued, understood, and connected.”
Satya Upadhyaya, Martech Executive Leader and Senior Consultant
“In the race to digitise, many organisations unintentionally leave behind their most valuable asset — loyal customers.Across industries, I’ve seen the same pattern: companies pour millions into digital platforms, automation, and data ecosystems, only to find that customer satisfaction drops, trust erodes, and engagement declines.
“But transformation is rarely about adding more tools. It’s about alignment, clarity, and continuity. New tools are added with the best intentions: personalisation, automation, analytics — but few are fully integrated.
“Over time, redundancy grows, ownership fades, and systems stop communicating. This results in customers experiencing inconsistent messaging, delayed responses, and fragmented experiences. The very technology meant to enhance engagement begins to erode it.
“Here’s how leading organizations are making the shift without losing customer trust:
- Audit Value, Not Just Tools
Review your tech stack through a business lens. Ask: Which tools directly improve customer experience or operational agility? If you can’t link it to measurable outcomes, it’s time to reassess. - Design for Continuity
Legacy customers value familiarity and consistency. When you digitize, keep their journey at the center — ensure interfaces, support models, and communications feel like evolution, not replacement. - Integrate for Insight
Data silos kill customer understanding. Prioritise interoperability so your marketing, sales, and service platforms share a unified customer view. Every conversation should feel informed — not reset. - Measure Emotional Impact, Not Just Efficiency
Automation can reduce costs but also risks removing empathy. Track customer sentiment and loyalty as closely as you measure ROI and conversion.
“Digitisation done right isn’t about modernisation for its own sake. It’s about creating velocity, visibility, and value across every customer interaction.”
Pip Stocks, Founder, The Startup Muse
“I have experienced this first-hand when building Hearsay, a platform that productised the BrandHook Customer Discovery process. The key was listening to what the customers wanted, in this case, closer relationships with their customers, faster insight turnaround, less rigmarole and making sure that those elements or features are front and centre.
“The most often heard feedback we got in those early days of digitisation was:
- ‘When things go wrong we need speed to solution’. Make sure you build in an experience or set of solutions that don’t leave your customers hanging.
- Your long term customers will be used to talking to you, the human. Ensure that your brand is layered all the way through the new digitised experience and that your ‘voice’/brand is present.
“The way to build the most effective digitized product/ process is to map the manual one – good, bad and ugly and systematically go through to see where the opportunities are for improvement and enhancement. Your customers will thank you for making their experience better.”
Fabrizia Roberto, Founder, FRactional CMO
“This is a challenge and opportunity – that I’ve encountered many times in business, which resonates deeply with me. As an example, during my time at Koverd, a digital insurance startup, our goal wasn’t just to digitise, it was to recreate the feeling of sitting across from a broker who truly understood you, while eliminating friction and saving time. Instead of replacing the human touch, we were translating it into a seamless digital experience. Now, on a completely different front, I’m experimenting with the same principle as I work on launching an online experience for a physical tea house I’ve recently bought.
“The key to success lies in mapping your digitisation efforts to deep customer insight. Take the time to really understand what your customers are trying to achieve, what they currently enjoy, and where the human experience might actually be slowing them down. Then and only then design a digital journey that enhances, rather than replacing, the emotional and functional value they already find in your business.
“As a fractional CMO, this is where a lot of my work lives, especially with small businesses or scale-ups trying to grow. Digitisation shouldn’t feel like cutting corners or taking an impersonal approach for the sake of efficiency. Done right, it becomes an opportunity to scale your best human moments, not eliminate them.”
Stuart Matthewman, Founder, Summatt Consulting
“Digitisation isn’t about adding more technology, it’s about removing friction. Too many businesses rush to digitise without first simplifying the experience they’re trying to scale. The result is digital complexity that frustrates both customers and employees – who have to deal with disgruntled customers.
“The most innovative companies take the opposite approach. They start by understanding where value is created, where effort is wasted, and how technology can make that smoother and faster. As the saying goes ‘slow is smooth, smooth is fast.’
“Digitisation done well should bring customers with you, not leave them behind. That means involving them early, testing with real users, and showing how the change makes their lives easier.
“Simplifying before digitising allows every new system, app, or process to become an accelerator of growth rather than just another transformation project. Technology can’t fix a broken journey, but it can amplify a great one.”
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