Efficient digital strategies enable employees to reach out to customers and increase sales. Despite 73% of digital experience (DX) professionals claiming their organizations have a well-defined digital strategy, many continue to base crucial digital decisions on intuition and guesswork. Moreover, 58% of them believe they are falling behind their competitors regarding AI implementation and optimizing digital experiences, as revealed in a recent report by FullStory.
“The good news is that DX pros who invest in complete data capture and actionable insights can gain a meaningful edge over their peers and the competition. The platforms that bring these data and insights together into a single source of truth are the future of this market,” said Lindsay Bayuk, CMO at FullStory.
A recent survey unveiled that 43% of DX professionals lack a comprehensive understanding of customer preferences on their websites and apps. Half of these professionals (50%) admit to having an incomplete picture of online behavior, while 62% lack insights into customers' attitudes and beliefs. This percentage increases to 73% for those trying to grasp customer moods and mindsets.
This limited visibility poses a significant challenge for companies in achieving their digital goals and enhancing customer experiences, as 81% of respondents indicate that they cannot identify when their customers become frustrated while using apps or browsing online. Gartner highlights that Generative AI, digital customer service, and conversational user interfaces (CUIs) will transform customer service and support by 2028.
The situation becomes particularly pressing for professionals in product development, user experience (UX), customer experience (CX), and marketing as they approach the holiday season and the new year. As many as 79% of those surveyed revealed that their business has set higher targets for the upcoming year. However, 51% of them are grappling with reduced budgets. Consequently, 66% acknowledge that they will need to achieve more despite having fewer resources.
The data gap issue
The survey highlights that the most significant barrier to understanding customers lies in the gap between the comprehensive data that digital experience (DX) teams need and the data they can actually collect. In the study, 33% of respondents said they lack a reliable "source of truth" to guide their strategies. Furthermore, two-thirds (67%) admit the frequent need to re-tag their website or mobile app when new questions arise.
Compounding these challenges are data silos, with 28% of respondents agreeing that the relevant team members cannot directly access the DX data required for decision-making. Almost a third (30%) also concur that teams often duplicate their efforts due to disjointed systems and unreliable technology.
To address these issues, 71% of DX professionals invest in DX insights and analytics platforms. Among these, 35% are adopting "frustration signal analytics," 27% are investing in session replay technology, and 49% are utilizing comprehensive DX analytics platforms.
