The digital landscape shifted dramatically in 2022-and not always in the most encouraging direction. As a result of global economic headwinds (and artificially high comparable results from 2021),the first three quarters saw an unusual traffic drop. The green numbers businesses like to see painting their analytics dashboards turned red for much of the year. Making matters worse, acquisition costs continued to rise.
The stock response to all this turmoil was to be heard echoing through boardrooms and Zoom calls throughout the year:”We need to create a better experience!”
We certainly agree with this. But while the business value of delivering great customer experience is understood by some businesses, many remain hampered by a limited conception of its importance to growth and are unsure how to achieve it.
While most acknowledge that data unlocks that much-coveted’better experience’,too many are focused merely on the beginning and the end of their customers’ journeys, namely: traffic and conversion. Digital leaders know better,because they know-that
the path to a better experience is guided not simply by the destination,but by the complete customer journey.
The success (or failure) of every customer journey is defined by both good and bad moments. These moments impact a customer’s feelings towards a brand and can help or hurt their propensity to engage and spend. They embrace and feel clelighted by moments of discovery,inspiration,education and entertainment across the journey.Good moments like these spur them on, whereas moments of friction and frustration cause them to stall and even abandon their journeys.
In other words,customer experience is an emotional, human experience. It’s about understanding where customers are feeling engaged or frustrated by your experience-then maximizing engagement and minimizing frustration so they are free to arrive at the desired destination.
This year’s Digital Experience Benchmark report cleconstructs the on-site customer journey to explore how exactly the activity and frustration within online customer experience shapes important business outcomes.