Despite being responsible for building and improving digital experiences, 43 per cent of DX professionals do not have a clear view of customer preferences across their websites and apps. That’s according to a new report on digital expectations and realities from DX data and insights platform FullStory.
The new study includes over 700 digital experience professionals across product, UX, CX, marketing, and eCommerce roles spanning the UK, USA, Germany, The Netherlands, Australia, Singapore, and Indonesia.
Findings highlight that 73 per cent of DX professionals have a defined strategy for digital experience on their website or app but are lacking the insights needed to confidently tailor experiences toward real user behaviours and preferences. The vast majority (76 per cent) agree that they need both more quantitative and more qualitative insight in order to provide the most satisfactory digital experiences.
Half of DX professionals (50 per cent) say they have no clear view of their customers’ behaviours online, while 62 per cent don’t have visibility of customers’ attitudes and beliefs. This figure rises to 73 per cent for those attempting to understand customer moods and mindsets.
Across the globe, the extent to which DX pros have visibility of customers’ needs and preferences varies:
- 67 per cent — Indonesia
- 67 per cent — Netherlands
- 63 per cent — USA
- 61 per cent — Singapore
- 60 per cent — UK
- 41 per cent — Australia
- 48 per cent — Germany
This lack of visibility is making it difficult for companies to improve their customer experiences, with 81 per cent of respondents saying they have no clear visibility of when their customers are frustrated in apps or online.
In addition to issues getting the data crucial to understanding customers, DX professionals also report struggling with the data they are able to gather. A third (33 per cent) say that they have no single, reliable “source of truth” to inform their strategies.
Data silos are adding to these challenges, with 28 per cent agreeing that relevant team members can’t directly access the DX data they need to make decisions. Nearly a third (30 per cent) also agree that teams end up replicating the same insights without knowing it due to disjointed systems and unreliable tech.
To overcome these issues, 71 per cent of DX professionals are investing in DX insights and analytics platforms, with 35 per cent adopting “frustration signal analytics,” 27 per cent investing in session replay technology and 49 per cent using a full-service DX analytics platform.
Commenting on the findings, Andrew Fairbank FullStory’s VP EMEA, said: “In today’s market, companies absolutely can’t afford to give customers subpar experiences online. The DX teams who shape these experiences play a vital role in maximising loyalty, retention, and revenue. It’s crucial they can access comprehensive and reliable DX data and insights to inform strategies.
“By eliminating data silos and adopting the right technologies, companies can build meaningful insights into their customers’ behaviours and preferences. The platforms that bring these insights together into a single source of truth are the future of this market. ”
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