{"id":9172,"date":"2025-10-13T12:00:00","date_gmt":"2025-10-13T11:00:00","guid":{"rendered":"https:\/\/www.markwilson.co.uk\/blog\/?p=9172"},"modified":"2025-10-10T13:24:28","modified_gmt":"2025-10-10T12:24:28","slug":"transformation-theatre-when-digital-isnt-enough","status":"publish","type":"post","link":"https:\/\/www.markwilson.co.uk\/blog\/2025\/10\/transformation-theatre-when-digital-isnt-enough.htm","title":{"rendered":"Transformation theatre: when digital isn\u2019t enough"},"content":{"rendered":"\n

I’m not a frequent flyer. Indeed, I avoid flying if there’s an alternative (like high speed rail) but I\u2019ve had a British Airways account for years \u2013 probably over twenty. But, when I tried to log in ahead of today’s flight to Dublin, it seemed to have vanished. My PIN didn\u2019t work, the password reset email never arrived, and WhatsApp customer support confirmed the bad news: my account had been closed.<\/p>\n\n\n\n

No problem, I thought \u2013 just reopen it. Except I couldn\u2019t. The advisor explained that although the account didn\u2019t exist anymore, my email address was still in their system<\/em>. To open a new account, I\u2019d need to use a different email address.<\/p>\n\n\n\n

I told them that I only have one address. Because, frankly, I shouldn\u2019t need<\/em> to create another just to fit around their IT quirks.<\/p>\n\n\n\n

Eventually, the advisor said they\u2019d request my email be deleted so I could open a new account \u201cafter a few days\u201d. <\/p>\n\n\n\n

In the meantime, I can still manage my booking using just my surname and booking reference \u2013 which always feels worryingly insecure. (Fun fact: behind almost every flight is the SABRE system that dates back to 1964<\/a>).<\/p>\n\n\n\n

When transformation is skin-deep<\/h2>\n\n\n\n

This is a classic example of where \u201cdigital transformation\u201d falls short. The airline has done the visible stuff \u2013 shiny mobile apps, chatbots, WhatsApp support \u2013 but the underlying customer processes are unchanged.<\/p>\n\n\n\n

I can interact through modern digital channels, but I\u2019m still dealing with the same rigid, legacy back-end that can\u2019t handle a simple scenario like reopening a dormant account. The transformation has been cosmetic, not structural.<\/p>\n\n\n\n

It\u2019s a reminder that customer experience isn\u2019t about channels; it\u2019s about outcomes<\/em>. If a customer can\u2019t achieve their goal, no amount of digital polish will make it a good experience.<\/p>\n\n\n\n

Joined-up journeys, not disconnected systems<\/h2>\n\n\n\n

On theme that stood out at DTX London<\/a> earlier this month was the importance of mapping and managing the customer journey \u2013 understanding what customers are trying to do, where friction exists, and how internal processes support (or hinder) that experience.<\/p>\n\n\n\n

It\u2019s not enough to build another interface. True digital transformation requires breaking down silos, re-thinking workflows, and aligning systems around real customer needs. If the back-end can\u2019t flex, the front-end experience will always be compromised.<\/p>\n\n\n\n

The lesson<\/h2>\n\n\n\n

In the end, I’m sure my problem will sort itself out \u2013 BA will eventually delete my old email record, and I\u2019ll open a new account. But the irony is clear: digital transformation done badly just creates new<\/em> frustrations through modern<\/em> channels.<\/p>\n\n\n\n

Transformation isn\u2019t about adding apps and chatbots. It\u2019s about re-engineering the processes that sit beneath them so customers don\u2019t end up stuck in digital limbo.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Featured image: created by ChatGPT<\/em><\/em>.<\/p>\n","protected":false},"excerpt":{"rendered":"

I’m not a frequent flyer. Indeed, I avoid flying if there’s an alternative (like high speed rail) but I\u2019ve had a British Airways account for years \u2013 probably over twenty. But, when I tried to log in ahead of today’s flight to Dublin, it seemed to have vanished. My PIN didn\u2019t work, the password reset … Continue reading Transformation theatre: when digital isn\u2019t enough<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":9173,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[768,218],"tags":[870,708,851,241,639],"class_list":["post-9172","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-technology","tag-british-airways","tag-business-transformation","tag-customer-experience-cx","tag-customer-service","tag-digital-transformation"],"yoast_head":"\nTransformation theatre: when digital isn\u2019t enough - markwilson.it<\/title>\n<meta name=\"description\" content=\"Digital transformation isn\u2019t about shiny apps or chatbots. 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Then,\u00a0a\u2026","rel":"","context":"In "Technology"","block_context":{"text":"Technology","link":"https:\/\/www.markwilson.co.uk\/blog\/topic\/technology"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":7009,"url":"https:\/\/www.markwilson.co.uk\/blog\/2017\/03\/removing-ability-accidentally-email-colleagues-personal-mailbox-office-365.htm","url_meta":{"origin":9172,"position":2},"title":"Removing the ability to accidentally email colleagues from my personal mailbox in Office 365","author":"Mark Wilson","date":"Tuesday 21 March 2017","format":false,"excerpt":"For some time now, Outlook has supported the use of multiple Exchange servers inside a single profile. 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It was a fascinating talk and I hope Rob\u2026","rel":"","context":"In "Technology"","block_context":{"text":"Technology","link":"https:\/\/www.markwilson.co.uk\/blog\/topic\/technology"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":8939,"url":"https:\/\/www.markwilson.co.uk\/blog\/2025\/01\/digital-transformation-is-only-as-good-as-the-supporting-processes.htm","url_meta":{"origin":9172,"position":4},"title":"Digital transformation is only as good as the supporting processes","author":"Mark Wilson","date":"Wednesday 29 January 2025","format":false,"excerpt":"Earlier today, I received a penalty charge notice. I'd dropped my son at the airport a couple of weeks ago - and thought my car was registered to auto-pay the Heathrow terminal drop-off charge. Apparently it's not, because APCOA wrote to me demanding \u00a380 for my mistake, reduced to \u00a340\u2026","rel":"","context":"In "Technology"","block_context":{"text":"Technology","link":"https:\/\/www.markwilson.co.uk\/blog\/topic\/technology"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.markwilson.co.uk\/blog\/uploads\/UK_traffic_sign_879.svg_.png?fit=500%2C428&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":5496,"url":"https:\/\/www.markwilson.co.uk\/blog\/2015\/02\/microsoft-accounts-vs-microsofts-organizational-accounts.htm","url_meta":{"origin":9172,"position":5},"title":"“Microsoft accounts” vs. Microsoft’s “organizational accounts”","author":"Mark Wilson","date":"Thursday 19 February 2015","format":false,"excerpt":"If you're using Microsoft's online services, you might reasonably expect to authenticate against some form of directory service. \u00a0And, if you have your own directory service (like\u00a0Active Directory), you might reasonably expect to be able to synchronise it with your cloud identity to provide a holistic view to end users.\u2026","rel":"","context":"In "Technology"","block_context":{"text":"Technology","link":"https:\/\/www.markwilson.co.uk\/blog\/topic\/technology"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.markwilson.co.uk\/blog\/wp-json\/wp\/v2\/posts\/9172","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.markwilson.co.uk\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.markwilson.co.uk\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.markwilson.co.uk\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.markwilson.co.uk\/blog\/wp-json\/wp\/v2\/comments?post=9172"}],"version-history":[{"count":2,"href":"https:\/\/www.markwilson.co.uk\/blog\/wp-json\/wp\/v2\/posts\/9172\/revisions"}],"predecessor-version":[{"id":9176,"href":"https:\/\/www.markwilson.co.uk\/blog\/wp-json\/wp\/v2\/posts\/9172\/revisions\/9176"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.markwilson.co.uk\/blog\/wp-json\/wp\/v2\/media\/9173"}],"wp:attachment":[{"href":"https:\/\/www.markwilson.co.uk\/blog\/wp-json\/wp\/v2\/media?parent=9172"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.markwilson.co.uk\/blog\/wp-json\/wp\/v2\/categories?post=9172"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.markwilson.co.uk\/blog\/wp-json\/wp\/v2\/tags?post=9172"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}