DIGITAL DISRUPTION
46 combination of user and technical analytics to understand how technical factors such as website speed and design factors such as high-resolution graphics , impact purchases . They then feed this automatically back into their software development to optimize revenue .” Across the board , industry leaders are moving as one towards a more informed company-customer relationship . In Gartner ’ s recent Customer Experience Trends Survey , it was revealed that , in 2018 , two-thirds of companies increased their customer experience technology investments , with 52 % reporting that they intended to increase spending further in 2019 . In last year ’ s survey , Gartner found that 81 % of companies expect customer experience to be the most important competition metric by 2020 .
Seeking to perfect the customer experience is going to become an even greater point of differentiation for companies in the next few years . Social media is a valuable tool for companies to understand , sell to and interact with their customer bases , but the sword swings both ways . Debacles like Fyre Festival and Kylie Jenner ’ s
“ Software teams need to use customer analytics to become user-centric and create software that delights users and drives business outcomes ”
— Antony Edward , COO , Eggplant NOVEMBER 2019