Quartz: “To determine if brands have a handle on what shoppers want from digital interaction, IBM’s Institute for Business Value surveyed upwards of 600 executives from a range of global businesses currently introducing new digital customer-experience (CX) tools. It also surveyed more than 6,000 consumers about their attitudes and experiences with digital interactions. It then compared the responses of the two groups to see how well they aligned. The result: They didn’t match up well at all.”
“Executives, for instance, believed the top two factors driving people to use digital customer-experience technologies were a desire for more control over the interaction and a general increase in digital savvy. The top two driving factors consumers identified, however, were speed and convenience. At least according to IBM’s survey, consumers want their online experience to make things easier for them, and aren’t much interested in technology for its own sake.”
“Many also just aren’t impressing shoppers. For instance, about 70% of consumers surveyed who had used virtual reality to explore products, mobile apps that work in a company’s physical store, or voice commands through a computer or phone to engage with a business felt disappointed with the experience and decided not to use these technologies regularly. Many found them inconvenient, confusing, or hard to use.”