By Laurie Fullerton

While many B2B and B2C companies are moving quickly to improve the online digital customer experience, a recent study from IBM suggests that not all consumers are as enthusiastic about those digital transformations.

Creating new digital ways to engage with consumers and expecting them to embrace it can put companies’ investments at risk.

The study found that while the majority believe customers want to try new ways to engage with a company, what consumers are most concerned with getting quick, convenient and affordable results.

In other words, there’s a disconnect between what executives think consumers want and what consumers actually want.

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Source: The Drum