Living in large cities, working remotely, or consuming electronic media might give us the impression that the digital world is already wide open for consumers. Meanwhile, experts present at the spring edition of Impact’21 believe that digitalization in the company-customer relationship is only just beginning. And furthermore, this doesn't mean that customers don't expect contact with a live human being.  How to fully realize the digital promise to the customer? – this is an issue that has gained particular significance in recent months. It turns out that for many companies, meeting the expectations of e-shoppers means a chance to do business. Although – as research shows – Poles, en masse, are not uniform in their approach to technology. For example, 35% of Poles still do not have an email address. According to Paweł Jakubik, Director of Cloud Digital Transformation and a board member of Microsoft Poland, reaching 100% digital email accounts should not be a goal or priority in Poland. – These 35% can perfectly fulfill their needs in the digital world without needing to create an email account. Generation Z doesn't use email as often anymore, and older generations also bypass email. It's important that behind digital channels lies significant value, benefit, and quality for customers. And it is precisely thanks to this value that we can see that the last 12 months have led to the strengthening and building of new digital habits. The question is, how many of them will stay with us longer – emphasized Paweł Jakubik during his presentation at the spring edition of Impact’21. The Ceiling Is Higher Tomasz Owczarek, Sales Director at Mastercard Europe Poland, points out that on the wave of the pandemic, the percentage of people paying mobile in Poland increased to almost 9%. Is that a lot? Yes, but the ceiling is much higher. – As a society, we are hungry for digitalization and absorb it very well. However, examples from Russia or Ukraine, among others, show that a level of mobile payments around 40% is possible – notes Tomasz Owczarek. Agata Strzelecka, Vice President of the Management Board at Alior Bank, indicates that a large portion of banking clients want and appreciate digital banking, while simultaneously expecting that in certain – usually crisis – situations, contact with a physical advisor or banker will be possible. – Customers vote with clicks, where they see value in a given service, but they also see advantages in a hybrid world, combining online with offline – adds Paweł Jakubik from Microsoft. Education and Flexibility According to the Microsoft expert, not only the success of e-banking proves the attractive power of unique value in online services. A digital breakthrough for many, especially older Poles, is the Internet Patient Account (IKP) combined with registration and e-referrals for vaccinations. – In IKP, the client-patient receives a service that interests them. Vaccinations through logging into IKP are thus proving to be a natural digital education process for nearly hundreds of thousands of Poles. Studies show that seniors often access IKP themselves, without help from their children or grandchildren. This shows that while focusing on e-commerce or banking, we underestimated how much public administration alone can do for digitalization. And digitalization is progressing here, perhaps not revolutionarily, but consistently, process-wise – assessed Paweł Jakubik. He then added that programs for digital education for programmers in Poland are also accelerating the digital promise for customers – Microsoft itself trained over 105,000 of them last year. – Digital education is speeding up. Furthermore, regulators have already increased their flexibility towards cloud solutions. Most companies are no longer asking if they should implement cloud solutions, but rather when. And this – along with a more understanding approach from supervisors, for example in the financial market – means further changes in favor of digital innovations and fulfilling digital promises to Poles – stated Paweł Jakubik.