Living in the world of apps, smartphones, Siri, and all thing digital can be great at times, but as we have all learned over the last few years, outsourcing and structuring your entire company’s business plan and social interactions with customers to the world of robots can present some difficulties. Meaning, there does seem to be something about this “social” “in-person” “real” set of conversations and things that the robots either can’t or simply shouldn’t do.
As we engage with different companies, products, and services via the digital world, we instinctively start to judge and evaluate what does and does not work. In some instances, those companies take note and adjust their approach. With other companies, nothing changes and inevitably those companies fall by the wayside as yet another digital failure.
Lyft, for example, has decided to offer rides to their customers “in a more retro way” via an old fashion telephone call. The service is primarily targeted to older (senior) age groups who might be hesitant to order rides via an app, and would prefer to reach out via a good, old fashioned, land line phone to schedule the service. This service is only available in select cities across Southern Florida and is geared to “helping seniors access transportation to essential services and resources that may be currently out of reach without a car.”
However, while recognizing the “good deed” here, obviously Lyft is hoping to add a new revenue stream to their business with this effort by making their services available to an untouched market share currently represented by these “non-standard users” who would otherwise go elsewhere for their ride services. With baby boomers reaching their retirement age of 65 by 2030, Lyft is strategically positioning themselves to be the #1 choice of retirees and pensioners. Not a bad place to be when we are looking at an estimated 73 million baby boomers coming of retirement age within the next decade.
Lyft’s primary business model of focusing on their app is still their core objective and the majority of their revenue will continue to come from that “digital only” source. But, as time goes on, even digital children of the app world are continually evaluating their approach and efforts to find the right balance between digital and non, and set up a mix of the two that maximizes their business shares and revenue.
So, how does one set the right mix between their own business’s digital and real world? First, I would recommend simply evaluating what portions of your business have a natural way of being switched to be automated by systems, apps, virtual assistants, custom software, and so on. Then, evaluate what systems of operation would benefit from a “real”, “retro” approach to functioning with personal contact or a non-digital application.
Is your target market more likely to interact with your brand, company, or products via digital medium such as apps, websites, software, or live chats? Or is your target market more comfortable picking up a phone and talking to a “live” human being, or at least an “automated” phone system. Do some real evaluations and heart-to-heart thinking about your particular business goals, models, ambitions, and what is the best approach to reach them.
If you don’t even know where to start, or simply need a professional, outside perspective from an expert, give us a call. At Logic Media, we have decades of experience helping our clients strike that perfect balance between digital and not. Because each business has its own unique approach and business goal, there is no one-fit-all approach to digitization. Somewhere between 0 and 100% lies that perfect number of efficiency, return on investment, business growth and customer retention, and we’ll be happy to help you find yours.