Firms are increasing their focus on and investment in digital touchpoints. Why? Because digital touchpoints are critical parts of the customer experience ecosystem that offer your customers access to your firm anytime, anywhere. But when these touchpoints aren't optimized to reflect the way customers want to interact, firms:
Lose customers entirely. Seventeen percent of frustrated digital customers report walking away from a purchase, and 11% give up shopping entirely when they can't complete their online research. More alarmingly, when trying to purchase a product or service online, 17% of US consumers who fail to complete their goal take their business elsewhere. These missed opportunities can result in $30 million or more in direct revenues lost per year.
Damage their brands. In today's world of empowered consumers, the stakes are higher than ever. Poor experiences can have a ripple effect that not only damages the brand in the eyes of a single customer but also can spread like wildfire through social media.