How Poor-Quality Digital Experiences Hurt Business

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How Poor-Quality Digital Experiences Hurt Business
Firms must upgrade analytics tools to enable better decision making about digital interactions and develop integrated approaches to enhance customer experiences. -
Performance Gap
Only 22% of the executives surveyed said their organization delivers a very consistent and high-quality digital experience. -
Satisfaction Driver
93% said their customers' digital experiences are "very" or "extremely" important to their company's success, and 88% said the same about their employees' digital experiences. -
Results of Customers' Poor Digital Experiences
Customer churn: 56%, Customer complaints: 43%, Loss of revenue: 39% -
Results of Employees' Poor Digital Experiences
Reduced productivity: 46%, Loss of revenue: 40%, Turnover: 38% -
Data Dive
57% of the survey respondents said they must get the right metrics and analytics in place to support decisions about digital quality delivery. -
Onward and Upward
51% said they need to build digital interactions that work well consistently, while making continuous improvements in quality. -
Cross-Training
42% of the executives surveyed said they need to develop an integrated, cross-team approach for managing and improving the customer experience. -
Hands-On Involvement
78% of the respondents feel they are responsible for tracking digital experiences.
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.