A realistic assessment of the digital customer experience: how and why to do it

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Executives have a firm understanding of the importance of digital customer experiences (CX) to business success. But are they overestimating their abilities? Data from a new survey carried out by Forbes Insights in collaboration with Glassbox provides a worrying panorama on the subject. The report shows that digital CX is highly valued by respondents as a defensive and competitive weapon. More than 70% believe their company's digital CX is best in class. However, when put to the test, performance falls short: less than 40% say they have created clear objectives, strategies and ownership structures for digital CX. Glassbox chief marketing officer Asim Zaheer “gets the feeling there’s a duck paddling effect.” In the professional's view, “organizations are trying to project that everything is fine and working well, but beneath the surface, their legs are rowing like crazy.” How to make a realistic assessment of the digital customer experience Company bosses can implement a solid CX strategy if they adopt the appropriate approach. First, we'll look at several methods for making accurate CX assessments.

Digital customer experience check-ups Optimism abounds in the digital CX industry because of how quickly it is evolving. Of course, some companies will have an inflated image of their dedication to eliminating unnecessary hassles for customers, strengthening relationships with regular audiences, and providing innovative experiences. However, these businesses risk falling behind their competitors if they do not have a clear internal awareness of the state of digital CX, as the report reminds us. Digital customer experience (CX) benchmarking against global leaders and industry peers is a powerful tool, capable Industry Email List of providing more light on emerging methodologies and technologies than a vendor pitch meeting. As concluded by Forbes Insights , it is just as important – if not more so – to identify setbacks in the digital journey as it is to celebrate achievements. After all, consumers will go elsewhere after having just one negative experience. The only way to avoid this type of setback is to be aware of the strengths and weaknesses of your digital CX and how they affect consumers globally and individually.



However, according to Forbes Insights, using some questions as a parameter can immediately show opportunities for development. Do you try to reduce friction whenever possible, even if it means giving up some control? Many companies cannot improve their digital CX without abandoning practices that used to be effective but are now obsolete in the face of more sophisticated customer demands. It's common for unnecessary transactional friction to exist when consumers have trouble logging in, are asked to create an account before browsing or purchasing, or are distracted by pop-ups, cross-sells, or other similar features. However, these points in the consumer journey have often been used for years and are not re-evaluated, as they are considered tried and tested methods by companies. Forbes Insights points out that these mindsets are not holding up well in the face of new entrants who are developing less complicated approaches to enrolling customers. To compete with these new companies, established brands may need to rethink their digital offerings and investigate methods to eliminate barriers to entry.