Businesses seek to be more adaptive amidst digital experience expectations

Alex Atzberger, the Chief Executive Officer at Optimizely

Optimizely has announced the results of their new digital experiences (DX) global study.

The study shows that despite brands’ desire to deliver adaptive digital experiences, they continue to encounter barriers which cause them to fall short of their consumers’ expectations.

Examining positions of brands and consumers in digital maturity and expectations for DX, Optimizely surveyed 1,177 business executives in eCommerce, marketing and IT functions in addition to 5,000 consumers based in the USA, UK, Germany, Australia and Sweden.

Optimizely’s digital experiences global study findings

According to the survey, 91% of business executives have taken steps over the past year to improve customer experiences, including 84% doing more experimentation than ever during the pandemic and using this time to test and iterate to see what worked and what didn’t.

And while nine in 10 respondents believes their company must be able to adapt quickly and at scale so as to drive value for their customers, just 46% say they are currently adaptive.

78% say that brands need to do a better job at adapting to meet the needs of the current era.

Optimizely’s global digital experiences study underscores a growing disconnect between corporate brands’ aspirations and intent versus the digital experiences they currently deliver.

70% of business executives admit that they cannot optimise as quickly as they would like and 72% reported experiencing difficulty in being able to scale efforts that meet global needs.

Ultimately, despite the good intentions exhibited by organisations globally, they still face challenges in executing their digital strategies and achieving their desired objectives.

Alex Atzberger, the Chief Executive Officer of Optimizely expounded on their findings.

“As the world has become increasingly digital, brands have been required to adapt. For those that pivoted with a quick fix for a specific need, that may be enough to survive for now.”

“However, in their search for long-term growth and success, businesses must continually evolve quickly and at scale in order to meet their broader market and customer expectations.”

“Truly adaptive businesses and organisations include those companies that seek to understand their customers through running experiments and focus on driving bigger outcomes.”

Optimizely’s survey shows the common issues faced

Prioritising the wrong things and not enough on outcomes

Nearly three-fourths (74%) of global business executive respondents believe that their digital team is often focused too much on the process and not enough on the outcomes.

Similarly, 75% said that they spend a lot of time creating content that is poorly leveraged.

Lack of customer mastery due to disconnected data and systems

71% of executives say that they can’t easily gather gradual insights into what is driving customer experiences and 69% say that they don’t have a full view into the customer journey.

Integration with other key digital properties is a challenge cited by 84% of the executives.

Customers evolving too quickly with rising expectations

49% of global consumers say that their expectations for brand experiences are not being met.

65% of consumers agree that their expectations for experiences with brands are now higher.

Optimizely’s survey seeks to offer a way forward

There is a way forward for brands to overcome these challenges, mainly through their ability to successfully leverage and harness the right investments, approaches and priorities.

With this in mind and looking towards 2022, business executives say that they anticipate more investing in technology (92%) and will look to overcome the issue of tools and technology not being used and/or optimised for their potential as a top business challenge (49%).

Additionally, experimentation will be a major priority for 87% of business respondents, while over one-third (34%) said that driving outcomes will be their company’s top priority.

There is also an opportunity for brands to listen to what consumers are expecting from DX.

Optimizely’s survey shows considerations for consumers

Data privacy

85% of the consumers that were surveyed said that they will prioritise digital experiences that are privacy-centric and facilitate respecting of their personal data with transparency.

Relevance & personalisation

81% will prioritize DX that are relevant and helpful to verify what consumers want and need.

Omnichannel consistency

74% of consumers will prioritise digital experiences that are consistent across channels.

Brand values

71% will prioritise DX that support the greater good in alignment with their personal interests.