Organizations often have perception gaps that can negatively impact their ability to provide a better customer experience and employees experience.
Bain is most likely responsible for this famous one. In 2005, they found that 80% of the surveyed companies believed that they provide a superior customer service experience. However, only 8% of their customers agreed.
Then there was the less-famous but equally problematic. PwC reported that 90% of executives in the C-suite believe their company is sensitive to users’ needs when introducing technology. Only half of the employees (53%) agree with this statement.
Heap, an online insights platform, has recently revealed a second perception gap. Their research showed that consumers disagree, although product and web teams believe their digital experiences are simple to use.
They found, specifically, that:
- 95% say their site is easy to navigate and use for users.
- 43% believe websites are not made with end-users in mind.
The product teams also had different perspectives and experiences.
- 71% use multiple tools to gather data and insights on user interaction with their website or product.
- They are trusted by 69% and confident that they can collect data on all user activities.
Heap discovered, however, alarmingly:
- Only 16% know why the majority (>75%) drop off their websites from their product teams.
- Only 24% of them claim to have complete insight (75-100%) into user journeys.
- Only 19% say more than 75% are based on data.
Given the enormous digital rush we have witnessed over the past 16 months and the need to be more flexible to accommodate this shift, it’s pretty shocking to see these numbers.
There is a prominent issue here.
Heap’s Chief Technology Officer Dan Robinson believes that much of the problem is due to the data organizations choose to collect.
Robinson believes that the root of the problem is executives interpreting data collected to their advantage. Robinson believes they limit their customer perspective and exclude data that could potentially provide “game-changing insights.”
Robinson gives us a fascinating insight into how this perception gap can occur. Organizations will be able to make better decisions and gain more insights by collecting more data. It will help teams build and see a better picture of the customer journey.
However, customers are so much more than data. I’d like to see digital departments spend more time talking to customers and observing how they use websites and products. Although data analysis and data collection are essential, customers can be better understood by talking to them. This will allow digital teams to gain a better understanding of their customers as well as the territory that they are working in.
