With Currys, HSBC and Walmart among the major brands who suffered online crashes over the Black Friday weekend, it has been claimed that digital customer experience teams now spend the majority of their time responding to emergencies and outages, rather than on the day job.
According to research from FullStory, which quizzed 700 digital customer experience professionals, “fire-fighting” is now their number one task, closely followed by “convincing stakeholders to sign things off”.
In contrast, two over two-fifths (43%) want to spend their time making tangible improvements to their on-site and in-app experiences.
A third (35%) also want to spend more time getting to know their customers. Unfortunately, a combination of siloed data, disjointed teams and outdated technology is holding them back.
FullStory vice president of EMEA Andrew Fairbank said, “While there will always be an element of firefighting in customer experience — especially during the Black Friday weekend — responding to emergencies shouldn’t be the bulk of the job.
“Clearly digital experience professionals have more ambitious plans, with many looking to build a better understanding of their customers.
“Four out of five digital CX professionals say these sorts of insights are ‘vital’ for driving revenue. During a busy sales season like Black Friday, this presents a clear opportunity for brands looking for a competitive edge. With the right tools and data strategy, businesses can change DX from a reactive function, to a proactive revenue driver for the business.”
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