3 min. reading

Why Only 26% Rate Digital Experiences as Excellent and How to Improve

Only 26% of customers rate digital experiences as excellent. What can be done? Last year saw a surge in news about unified data and generative AI, both having the potential to transform customer experience. Why does personalisation often fail? And what sets market leaders apart from other companies? The Adobe Digital Trends 2024 report focused on these questions. Discover how to overcome challenging customer expectations and adapt to the rapidly changing digital world through personalisation, unified data, and generative AI.

Why Only 26% Rate Digital Experiences as Excellent and How to Improve
Source: DALL·E

The inevitable need for personalisation

Personalisation remains brands’ top priority, yet its implementation often lags behind. Only 26% of surveyed consumers rated their digital interactions as “excellent”, revealing a significant gap between customer expectations and brand performance. While consumers are willing to share their data for better experiences, they demand transparency and responsible data handling.

“Organisations are demanding more data, but consumers are wary, partly due to limited personalisation received after sharing their data in the past, along with general privacy concerns,” states the report.

The lesson? E-commerce companies must connect all channels and interactions into a cohesive, personalised customer journey that works seamlessly across all platforms.

Unified data foundation is key to success

Fragmented data systems hinder company development. Organisations that excel in data integration achieve better results through their ability to effectively deliver tailored experiences. According to the report, market leaders use advanced Customer Data Platforms (CDP) that collect, unite, and activate data in real-time to improve customer experience.

Invest in data systems that unite all customer information in one place. This will give you more accurate insights, better personalisation, and readiness for AI utilisation.

Embrace AI tools

Generative AI has brought about fundamental changes, yet most companies are still in the early stages of adoption. AI’s most significant impact is visible in content creation and workflow optimisation.

Early adopters of generative AI are six times more likely to achieve exceptional digital experiences than later adopters. However, the technology’s full potential depends on clearly defined goals, robust data systems, and interdisciplinary collaboration.

digital experiences

Source: Adobe

Opportunities for e-commerce:

  • Automating content creation for marketing campaigns
  • Personalising customer interactions in real-time
  • Streamlining workflows to reduce costs and increase efficiency

Building customer trust

Customer trust is crucial, especially when using AI. The report shows that while consumers are receptive to AI-driven experiences, they still have concerns about data security. Transparent communication about data usage and strong privacy measures are essential for maintaining trust.

Prioritise data governance and ethical AI use to gain and maintain customer loyalty.

Discover how to enhance digital experiences for your customers! Learn about the importance of personalization, unified data, and generative AI

Source: Adobe

Looking ahead

One thing is certain: e-commerce faces fundamental change. Improving personalisation, investing in data integration, and leveraging generative AI will enable companies to not only meet but exceed customer expectations. Now is the right time for action.

Report methodology: The 2024 Adobe Digital Trends report is based on a survey of 8,600 senior executives and 6,800 consumers conducted in January and February 2024. It focused on leaders’ views from various industries and regions regarding digital trends, as well as consumer expectations from online brand interactions. The data was analysed to compare successful organisations with those lagging behind and identify key success factors.

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