‘Just make it easy and convenient’, plead consumers on digital experiences

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

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

In fact, the majority (56%) of consumers feel brands are behind the times with how they interact with customers online, and 70% 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 explains: “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% of consumers abandon a brand for a competitor if the online experience is poor, and 76% of consumers would switch brands after the first bad experience alone.

More than 5,000 consumers and 500 marketers across the UK, France, Germany, North America and Australia contributed to Acquia’s report, which is available to read for free on the Acquia website.

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