Four out of five C-level executives know that digital experience quality is critical to business success but more than half (55%) do not know how to identify the issues that affect quality, according to new research released today from Actual Experience.
Actual Experience, an analytics-as-a-service company, has published its first-ever Digital Experience Quality report. The survey, conducted by Morar, polled 403 respondents at director level or above with 150 respondents in the C-suite, working for companies with more than 500 employees and based in the US and Canada (200 combined), Republic of Ireland and the UK (203 combined).
While it’s clear business leaders appreciate the value of consistent digital experience quality—89% agree it’s crucial to company success over the next two years—the largest impediment to a better digital experience is identifying the specific issues that need improving (49%), cost (43%) and knowing where to begin a strategy for improvement (34%).
Actual Experience CEO Dave Page said in the press release, “With the proliferation of digital products and services, digital experience quality is more critical than ever to overall business success. Leaders understand there is a significant business impact and are focused on improving their digital quality, but despite their digital maturity, they just don’t know how.”
But for the first time, he added, “New technology is allowing organizations to see everything that impacts digital experience quality. By understanding the experience of the end user, be it a customer or an employee, businesses are able to focus their resources on achieving consistent quality and improving business performance.”
As the digital experience has escalated expectations from customers and employees, failure to meet them leads to customer churn, lessens employee productivity and increases lost revenue.
Actual Experience’s research finds a need for business to refocus investments and more digital-savvy leaders are doing so, with 57% refocusing on data and analytics and 51% investing in quality of digital experience.
The company offers its analytics as providing the digital voice of the customer—“a completely different perspective to that typically applied to digital quality,” says Actual Experience. “We can see everything that impacts the digital experience quality across the entire journey, whether inside or outside a business’s control, from point of provision to point of use.”
Looking forward, the research indicates that digital experience quality is more critical than ever to customer engagement and satisfaction—and, ultimately, to business success.