A bad digital experience is losing customers according to research in Experience.
With digital content crucial in terms of marketing strategies a failure will lose customers. The report of Experience shows that nearly 80% of company leaders have admitted aborting shopping online due to a digital experience and switching to a rival.
Customer support is regarded as the number one fallout for over half (55 percent) as a consequence of clients having a negative encounter on electronic platforms.
Firms lagging behind
Yet over half of company leaders do not know how to deliver digital excellence regardless of the change to electronic dominance, according to the research. This is even though nearly all (89 percent) said that consistent electronic expertise quality was crucial to company success during the next couple of years.
The study showed that 55 percent of businesses could not identify the problems that influence the quality of the electronic experience, with over a third (34%) not understanding how to develop a strategy to address it.
It seems the urgency is that with 79% of respondents claiming to understand the importance for their customers to be happy with the quality of their offerings.
The study, which surveyed industry leaders in the UK, USA, Canada and Ireland, showed that respondents believed there were a number of obstacles to enhancing the digital experience.
These included identifying the particular quality issues that require improving for almost half (49 percent), cost for 43% and knowing where to begin in terms of creating a plan for improvement for at least a third (34%).
Not all bad news
However some businesses are Beginning to tackle the problem with just over half (51 percent) stating that they were investing in the quality of the digital experience and 57% Nominal investments and resources on data and analytics that will ultimately lead to an advancement in both marketing strategies and the digital experience
“Companies need to invest in digital — it is can’t be viewed as a cost,” explained Dave Page, CEO of Actual Experience. “Digital today is about the brand and placing as much care and attention into the digital supply chain as from the physical,” said Page. And this implies a focus on exactly how well a business works online.
“When the world wide web is allowing your digital product down it’s irresponsible not to do something about it like a business leader and it is reckless to shrug your shoulders on electronic quality,” he said.
