Is There Such a Thing as Too Much Digital?

January 15, 2025

For a time, legacy businesses that wanted to digitize their brands did so by bolting digital experiences onto their traditional ones. They did this for several reasons, not the least of which was fear of the unknown: 

What if we move to digital and lose our customers? 
What if we can’t hire anybody to run this stuff?
What if digital’s just a fad?

How the times have changed. Today, new products and services aren’t digitally transformed; they’re born digital. We no longer think of technology as an enhancement; it’s the default for customer engagement.

In this new world order, though, no one would be blamed for wondering: Is there such a thing as too much digital?

Times when analog just feels right

Certainly, there are occasions when analog just feels right. Like reading a printed newspaper in an oversized recliner or squeezing a grocery store pineapple to check its ripeness. Of course, it’s still nice to renew that newspaper subscription online without leaving that chair; it’s also terrific to access 25 different pineapple upside-down cake recipes without a trip to the library. 

Banking is kind of like this. No doubt the ability to check a balance while standing in the checkout line has saved a lot of folks the hassle and expense of overdrawing their accounts. And the ability to move money—not only between accounts, but between people—has freed up countless hours of travel time for friends and families. 

Yet, there are still times when analog banking just feels right. Like working with a compassionate banker to settle the accounts of a lost loved one or sitting down with a fraud expert to begin the often long and arduous process of recovering from identity theft. 

Managing complex financial transactions, while often augmented with digital elements, still calls for human-to-human connection. Working face-to-face allows bankers and their customers to build trust through shared experiences, and for local bankers, there is nothing more essential than earning trust. 

Striking a balance between convenience and warmth

As you fine-tune your own customer experiences this year, consider the “digitally transformed” elements of your business. Has the integration of technology removed some of the humanity that makes your particular contribution to the community special? Are there ways you can encourage your customer base to engage on a human-to-human basis without losing the inconvenience, cost and travel-time savings they’ve come to depend on?

Chances are good you’ll uncover latent opportunities to strike a balance between the convenience of digital tools and the warmth of personal interaction. 

For instance, you might create hybrid experiences that blend the best of both worlds—such as offering virtual consultations with live experts, hosting community events that foster in-person connection or implementing personalized touches in your digital communications. 

By intentionally designing moments where customers can experience the humanity of your business, your team will not only enhance their experience but may also reinforce trust and loyalty along the way.