The Current State of Digital Experiences: Are Businesses Failing Customers?

Lucas Jones  |  October 20, 2016

Lucas Jones  |  October 20, 2016


New technologies and the ability to easily access information has empowered customers like never before. Today’s consumers are more expectant of brands and are not afraid to shop elsewhere if they have not had a good experience. With customer experience becoming an increasingly important differentiator for businesses competing in the online marketplace, they need to adapt or face falling behind. 

Think back to your last online interaction with a business - would you describe it as a memorable experience?

In our new research report looking at the state of digital customer experiences provided by businesses, only 7% would describe the online experience they provide their customers as memorable.

But what is preventing the other 93% from giving their own digital experiences a higher rating?

Lack of resources

Despite revenue share from online channels growing, our research shows that 69% of businesses believe a lack of resources is a challenge to improving their own digital experiences.

Budgetary constraints and a lack of expertise are two of the biggest resource challenges currently facing customer experience teams. With a limited technology and staffing budget, customer experience teams are forced to prioritize with what they have, rather than invest in areas where expertise might be lacking.

Resistance within the business

The buying decisions of today’s consumers are increasingly being influenced by factors, such as social media, businesses must become more adaptable and flexible or face losing customers.

To attract and retain customers in today’s increasingly competitive digital marketplace, businesses have to place customers at the heart of their growth strategies. But, with over half of the respondents we asked in our research citing internal bureaucracy as a challenge, customer-centric strategies appear to be someway off.

The more layers and red tape that customer experience teams have to go through to make a simple website change, buy a new piece of technology or hire more expertise, the more difficult it is to provide memorable experiences for consumers. 

Some industries are more successful than others

When we break down the data to an industry level, we can see a divide between how different verticals describe their digital experiences. Industries that have seen a high level of digital disruption, such as travel, media and retail, would unsurprisingly give their own digital experience offerings a higher rating than those that haven’t.


For other verticals, such as finance, automotive and telecoms, offline is still very much a prominent channel for those industries. They may have a digital presence, but they may not have the budget, expertise or tools to make a meaningful impact on customer experiences.

Download your free copy of our survey report below to discover more insights into how customer experience is measured in business.

Customer Experience Report

Lucas Jones

Written on October 20, 2016 by:

Lucas Jones

Lucas works in marketing at Decibel Insight.


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