Nearly two thirds (63%) of ‘digital experience’ professionals say their experiences are being let down by poor and outdated technology.

That’s according to FullStory research based on surveys 700 professionals responsible for building customer experiences online, including product teams, marketers and UX professionals.

The global survey spans the USA, Germany, The Netherlands, Australia, Singapore, Indonesia and 100 ‘DX’ professionals from the UK.

According to the data, almost a third of DX professionals (30%) say that siloed tools and disjointed data are causing multiple teams to replicate work, wasting time and leading to disconnected customer experiences.

Many of those surveyed are also unhappy with their existing tools, with 68% agreeing that too many analytics platforms treat customers as nothing more than “numbers in a spreadsheet.”

To solve this, many brands have invested in additional tech, often simply building on what has come before. As a result, 66% of those surveyed said there are tools in their DX stack that they have never used. A quarter (25%) go as far as to say they rarely use “the majority” of their DX tools.

Andrew Fairbank, FullStory’s Vice President of EMEA, said: “A poor digital experience can damage everything from user acquisition to customer loyalty, and even a brand’s reputation. Over the years, the market has become flooded with tools designed to address just one or two small parts of a brand’s digital experience (DX). As such, many businesses have ended up with disjointed technologies spread across multiple teams and all doing similar jobs. The result is siloed data, less informed DX strategies, and ultimately a worse experience for customers.

“Instead of piling more tools on top of each other, brands need to treat DX as a unified function with one ‘source of truth’ for data and insight. The future of this space will be single-platform solutions, built from the ground up as a cohesive platform designed to be that single source of truth, that span journey mapping, UX analytics, frustration signals, conversion tracking and more. Ideally these platforms should be used across product management teams, CX, engineering, customer success, marketing departments and more. That will be the key to better experiences, happier customers, and increased revenue.”

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