Marketing 0

Strategies to Migrate Customers to Digital
Channels
Companies in the Origin and Onward quadrants need to migrate
customers to digital channels. Their customers still see value in

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physical interactions, thus have low motivation to go digital. The
migration strategy should focus on providing the stimulus for going
digital while delivering higher value via online customer experience.
#1 Provide the Incentive to Go Digital
To promote digital interactions, companies must show the benefits of
going online. They may provide positive and negative incentives to
encourage digital migration. Positive incentives may take the form of
instant gratification, such as cashback, discounts, and consumer
promotions on digital platforms. Negative incentives may take the
form of additional charges upon selecting an offline method during
interactions, or in extreme cases, companies can make the offline
mode unavailable to access.
Aside from monetary incentives, a company can inform customers
about its digital capabilities and how it would improve the way to do
business.