How do you increase digital adoption?

Map the journeys that drive calls, remove the friction that pushes customers off digital, then run activation pilots measured on active users and inbound call reduction.

What proof exists that this works?

At O2 the work contributed to +143,645 new Moje O2 app users and a 10% reduction in inbound calls, alongside record CES and NPS.

Back to homeProblem

Digital adoption is too slow to lower cost and lift value

For digital, CX and service leaders under cost and adoption pressure.

In short

Digital adoption grows when the app removes a real customer friction, not when it is merely promoted. The lever is journey design plus targeted activation, measured against inbound calls and active users.

Adoption is a proxy for value. When customers adopt digital channels, they get faster outcomes and you get lower service cost — but only if the journey is worth adopting.

Signals you'll recognise

App downloads high, active usage low
Inbound calls not falling despite self-service
No clear activation funnel for digital
Adoption targets set without journey evidence

Typical outcome

Higher active digital usage and lower inbound service load, proven with real numbers — as at O2.

Start with a diagnostic

A focused executive diagnostic identifies where value leaks and what to test first.

Book a 30-minute diagnostic Take the CX Scorecard

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