Demand for DX Simplicity as Customers Crave Convenience

January 7, 20193min

In an age where marketers look to enhance and differentiate their digital offering, 68 percent of consumers are crying out for brands to keep their experience simple, while 92 percent want mere convenience, a new report has shown.

Experiences have become too complex in a multi-channel, multi-device world, consumers argue, with 47 percent admitting they struggle to find what they want on a brand website, and 57 percent finding it hard to interact with brands online altogether.

In fact, the majority (56 percent) of consumers feel brands are behind the times with how they interact with customers online, and 70 percent notice that the brands they buy from provide a different or inconsistent experience across different channels.

These are the UK findings from Acquia’s inaugural annual report entitled Closing the CX Gap: Customer Experience Trends Report 2019, which assesses the state of Customer Experience.

Sylvia Jensen, VP of EMEA marketing at Acquia said: “Look at Uber, Deliveroo, Netflix and Instagram – these companies create amazing digital experiences, and at the core of all of them is simplicity and convenience.

“But with other organisations, marketers are often guilty of passing on their martech disfunction on to their customers when they look to expand and integrate new channels and technologies. Marketers must therefore keep ease and convenience front of mind when designing and planning new experiences. It’s not easy to integrate martech seamlessly, but if it’s done poorly, customers will just go elsewhere.”

According to the same report, 71 percent of consumers abandon a brand for a competitor if the online experience is poor, and 76 percent of consumers would switch brands after the first bad experience alone.

Paul Ainsworth

Paul Ainsworth

Experienced Irish journalist and former newspaper editor now helming executive editorial duties with Customer Experience Magazine, the UK's premier online source for Customer Experience news, features, and opinion, along with its sister site, CXM World.

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