How Poor-Quality Digital Experiences Hurt Business

By Dennis McCafferty  |  Posted 2016-06-10 Email

Very few companies are delivering a consistent level of high-quality digital experiences for their customers and employees, according to a recent survey from Actual Experience. The accompanying "Digital Experience Quality Report 2016" reveals that the resulting fallout can be severe: customer complaints, churn and loss of revenue from the consumer side, and reduced productivity and increased turnover among employees. Executive leaders surveyed said their companies must upgrade their analytics tools to enable better decision making about digital interactions, while developing an integrated, cross-team approach to enhance customer experiences. "The digital interactions of customers and employees—the end users of digital products and services—are increasingly determining the success or failure of businesses," according to the report. "Customers, suppliers and employees are demanding and impatient digital consumers. They want consistent digital products and services that work well. Failing to meet those demands results in lost customers, reduced productivity and lost revenue. … Continuously measuring and improving digital experience quality is business-critical." More than 400 global directors and C-level executives took part in the research.

Dennis McCafferty is a freelance writer for Baseline Magazine.

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