Digital Looks Great, But Interactions Less Consistent

For the most part, businesses have established how design should work to make their products intuitive. However, new data from Actual Experience, an analytics-as-a-service company based in the UK, reveals that most business leaders (55%) don’t know how to identify the issues that bar them from delivering a quality experience across devices and platforms.

“The reality is that the majority of people feel that the hallmark of digital experience is inconsistency,” says Actual Experience CEO Dave Page. Users expect their videos to stop and buffer, or their interactions on smartphones to be clunkier.

“There’s been a huge emphasis on the design side of digital products in the last few years. The thing that’s missing is the other side, and that’s allowed for inconsistency. People are relatively late-stage noticing that digital interactions are flawed…that their brand is recklessly exposed,” says Page.

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Some 78% of the C-level executives surveyed for the report said that they had switched brands often or very often because of poor digital experiences, but only 56% said they expected their customer base to churn.

“Some executives don’t think that customers would do the same thing that they do” with regard to switching products but they should expect consumers to switch brands as much as they do, says Page.

Most businesses recognize that the quality of both their customers’ and employees’ digital experience can directly impact churn and productivity, respectively. The hard part is understanding whether it’s the product or service itself, or a tech partner somewhere in the digital supply chain, that is affecting the delivery to the end-user.

As businesses reorient their spending from acquisition to retention and engagement, gaps in quality and consistency will most likely be exposed.

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