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Conclusion: Shifting end users to a digital service delivery channel is more cost-effective for most scenarios and most organisations. The return on investment is through a reduced volume of low-value interactions and an increase in the volume of high-value interactions within high-cost traditional channels. This is a strategic tactic for many organisations and mature ones will have this articulated in a channel management strategy with defined channel migration/shift/uptake targets.
If that channel migration target is not at the centre of the key performance indicator (KPI) design before it gets rolled out to front line staff, organisations run the risk of creating internal tension between their departments which in turn slows down the rate of transformation.
Well thought out and designed KPIs are a critical success factor in the time it takes for an organisation to see a return on the investment in service delivery transformation.
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