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Nearly half of digital experience professionals lack a clear view of their customers
D espite being responsible for building and improving digital experiences , 43 % of DX professionals do not have a clear view of customer preferences across their websites and apps . That ’ s according to a new report on digital expectations and realities from DX data and insights platform , FullStory .
The new study includes over 700 digital experience professionals across product , UX , CX , marketing and e-commerce roles spanning the UK , USA , Germany , The Netherlands , Australia , Singapore and Indonesia .
Findings highlight that 73 % of DX professionals have a defined strategy for digital experience on their website or app but are lacking the insights needed to confidently tailor experiences toward real user behaviours and preferences . The vast majority ( 76 %) agree that they need both more quantitative and more qualitative insight in order to provide the most satisfactory digital experiences .
Half of DX professionals ( 50 %) say they have no clear view of their customers ’ behaviours online , while 62 % don ’ t have visibility of customers ’ attitudes and beliefs . This figure rises to 73 % for those attempting to understand customer moods and mindsets .
Across the globe , the extent to which DX pros have visibility of customers ’ needs and preferences varies :
• 67 % – Indonesia
• 67 % – Netherlands
• 63 % – USA
• 61 % – Singapore
• 60 % – UK
• 41 % – Australia
• 48 % – Germany
This lack of visibility is making it difficult for companies to improve their customer experiences , with 81 % of respondents saying they have no clear visibility of when their customers are frustrated in apps or online .
The DX data gap
In addition to issues getting the data crucial to understanding customers , DX professionals also report struggling with the data they are able to gather . A third ( 33 %) say that they have no single , reliable ‘ source of truth ’ to inform their strategies .
Data silos are adding to these challenges , with 28 % agreeing that relevant team members can ’ t directly access the DX data they need to make decisions . Nearly a third ( 30 %) also agree that teams end up replicating the same insights without knowing it due to disjointed systems and unreliable tech .
Investing in insight
To overcome these issues , 71 % of DX professionals are investing in DX insights and analytics platforms , with 35 % adopting ‘ frustration signal analytics ’, 27 % investing in session replay technology and 49 % using a full-service DX analytics platform .
Andrew Fairbank , FullStory ’ s Vice President of EMEA , said : “ In today ’ s market , companies absolutely can ’ t afford to give customers subpar experiences online . The DX teams who shape these experiences play a vital role in maximising loyalty , retention and revenue . It ’ s crucial they can access comprehensive and reliable DX data and insights to inform strategies .
“ By eliminating data silos and adopting the right technologies , companies can build meaningful insights into their customers ’ behaviours and preferences . The platforms that bring these insights together into a single source of truth are the future of this market .” �
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