Summary
What drives customers to take the first step in their digital journey? What friction can knock their journey off-kilter or end it completely? We surveyed thousands of consumers after they visited websites across multiple industries to understand how digital experiences can make or break customer loyalty – and ultimately, your bottom line. In this session, you'll see the results of our research and a data-rich deep dive on why website visitors fail to complete their intended missions, the barriers that cause them to give up, and where they go after a bad digital experience.
Key Insights
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Customer satisfaction in digital experiences is generally subpar, presenting opportunities for improvement across industries.
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Issues during digital visits significantly affect a customer's likelihood to recommend a brand.
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The distinction between technical errors and broader customer experience issues is critical to improving digital interactions.
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Unfulfilled missions during web visits can lead to potential losses in customer loyalty and market share.
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Understanding demographics is key; younger customers have distinct preferences and are less forgiving of poor experiences.
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Multiple data sets (surveys, behavioral analytics) should be compared to provide a comprehensive view of customer experience.
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The pandemic has accelerated the evolution of customer expectations for digital interactions.
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A seamless, tailored digital experience is now a minimum expectation rather than a competitive advantage.
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Failure to address customer frustrations may result in long-term brand reputation damage.
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Investing in improving the digital experience is likely to yield greater returns than solely focusing on customer acquisition.
Notable Quotes
"Today’s digital experience is imperfect in the eyes of many consumers."
"Unfulfilled missions not only impact the current visit but may result in customers abandoning the brand altogether."
"Three quarters of users who experience frustration during their web visit are not likely to return to the brand."
"It costs less to keep the customers you have than to acquire customers you don’t have."
"The evolution of customer expectations has shifted from simply having a digital channel to expecting a personalized experience."
"When issues occur on the website, the repercussions can echo throughout the customer’s overall relationship with the brand."
"Refinement in understanding the customer experience is essential for reducing attrition and maximizing engagement."
"Broader issues often overshadow technical problems in terms of customer dissatisfaction."
"Youthful customers expect enhanced service and are more likely to turn to competitors when unmet."
"The digital channel shouldn’t just function; it should resonate with the user's needs and expectations."
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