Retaining Customer Interest in the Digital Age
Name:
Student number:
Organization Theory
Lecturer:
Number of words : 2079
, Introduction
Digitalisation, or digital metamorphosis, may be considered one of the pillars of 21st-century
civilization today. According to Trittin-Ulbrich et al. (2020), digitalisation is more of a
societal transformation process that connects ever-larger social spaces through the use of
pervasive digital technologies. Brdesee (2021) defines it as a collection of managerial,
technological, cultural, organisational, and social changes. As a result, no precise definition of
digitalisation exists, beyond the fact that they all involve technology.
The COVID-19 pandemic has highlighted the need for digitalisation, as many students have
had to resort to online platforms like Zoom and Google Meet for their education due to health
concerns. Digitalisation initially seems very positive, since it can help people with a wide
range of activities, for instance purchasing habits, educational experiences, and learning
techniques. The digital revolution has greatly aided these activities. Furthermore, the
development of technology has also made organisations more effective, for instance
supermarkets that have shorter lines since the introduction of self-scanners.
However, like almost everything, digitalisation also has its drawbacks The gig economy,
which is directly related to digitalisation and is defined by the dominance of temporary
contracts or freelance work over permanent jobs, has demonstrated that, while initially
appearing to be beneficial to the market, it actually results in a number of issues. It interferes
with tax collection efforts and distorts regional real estate markets. Additionally, it can result
in overexploitation, as seen by the well-known Uber Eats app, a product of the gig economy.
Customers benefit from digitalisation because it simplifies their lives by providing a wider
range of options, from inexpensive to expensive (Wahl, 2019). While digital transformation
offers organisations numerous benefits, it also poses significant challenges. Organisations
need to promote the interests of their existing customers while also attracting new customers,
in an environment where things are always changing and staying competitive is challenging.
In this article, I will take a closer look at the difficulties organisations now face in retaining
customer interest in their products and services in a digitalised world. The purpose of this
essay is to provide various theories as to why this problem persists and to suggest possible
solutions.
Page | 1
Name:
Student number:
Organization Theory
Lecturer:
Number of words : 2079
, Introduction
Digitalisation, or digital metamorphosis, may be considered one of the pillars of 21st-century
civilization today. According to Trittin-Ulbrich et al. (2020), digitalisation is more of a
societal transformation process that connects ever-larger social spaces through the use of
pervasive digital technologies. Brdesee (2021) defines it as a collection of managerial,
technological, cultural, organisational, and social changes. As a result, no precise definition of
digitalisation exists, beyond the fact that they all involve technology.
The COVID-19 pandemic has highlighted the need for digitalisation, as many students have
had to resort to online platforms like Zoom and Google Meet for their education due to health
concerns. Digitalisation initially seems very positive, since it can help people with a wide
range of activities, for instance purchasing habits, educational experiences, and learning
techniques. The digital revolution has greatly aided these activities. Furthermore, the
development of technology has also made organisations more effective, for instance
supermarkets that have shorter lines since the introduction of self-scanners.
However, like almost everything, digitalisation also has its drawbacks The gig economy,
which is directly related to digitalisation and is defined by the dominance of temporary
contracts or freelance work over permanent jobs, has demonstrated that, while initially
appearing to be beneficial to the market, it actually results in a number of issues. It interferes
with tax collection efforts and distorts regional real estate markets. Additionally, it can result
in overexploitation, as seen by the well-known Uber Eats app, a product of the gig economy.
Customers benefit from digitalisation because it simplifies their lives by providing a wider
range of options, from inexpensive to expensive (Wahl, 2019). While digital transformation
offers organisations numerous benefits, it also poses significant challenges. Organisations
need to promote the interests of their existing customers while also attracting new customers,
in an environment where things are always changing and staying competitive is challenging.
In this article, I will take a closer look at the difficulties organisations now face in retaining
customer interest in their products and services in a digitalised world. The purpose of this
essay is to provide various theories as to why this problem persists and to suggest possible
solutions.
Page | 1
