PEOPLE
60 digitally transformed themselves , Adobe warns that “ transformation needs to be driven with a purpose . For top businesses , that purpose is customer experience ”. Companies that place customer experience at the top of their list of priorities are more successful than those who adopt a ‘ push ’ mentality .
But what do those customers want ? High level concepts like “ customisability ” and “ on-demand ” are a good start , but to better understand the specific things consumers want from them , successful companies are doubling down on analytics and diverting more and more resources , both to understanding their consumers and to providing a seamless experience . “ Fast food stores are employing user analytics to understand how their staff are using point-of-sale terminals and then using this information to update the point-of-sale terminal so that customers are served faster ,” says Edwards . “ Retailers are using a combination of user and technical analytics to understand how technical factors such as website speed and design factors such as high-resolution graphics , impact
purchases . They then feed this automatically back into their software development to optimise revenue .” Across the board , industry leaders are moving as one towards a more informed company-customer relationship . In Gartner ’ s recent Customer Experience Trends Survey , it was revealed that , in 2018 , two-thirds of companies increased their customer experience technology investments , with 52 % reporting that they intended to increase spending further in 2019 . In last year ’ s survey , Gartner found that
NOVEMBER 2019