Companies that maintain a digital brand continue to face high consumer expectations worldwide. The decisive question here is to what extent companies are able to offer customers and prospects high-quality digital (brand) experiences on their customer journey.
In Germany, too, 94% of managers see an acute need to catch up in adapting to customer expectations. This is the conclusion reached by the digital experience specialist Optimizely in its most recent study. Well over 1,000 executives from the fields of e-commerce, marketing and IT as well as a total of 5,000 consumers in the USA, Great Britain, Germany, Australia and Sweden were surveyed. The aim of the study was to find out where digital companies stand today from both an entrepreneurial and a consumer perspective.
Strikingly good: Willingness to experiment
91% of German executives believe that their companies have improved the customer experience in the past year. This result is confirmed in a worldwide comparison. However, there are minimal differences when it comes to “testing and experimenting”. 79% of German executives stated that companies are experimenting with new strategies and solutions during the pandemic. This still certifies that the Federal Republic of Germany is still very willing to experiment, but it is still within range five percentage points below the international average (84%).
Digital brands between claim and reality
Remarkable: Especially when it comes to the adaptability of digital brands, the difference between claim and reality could not be greater: Although nine out of ten respondents are of the opinion that companies must be able to adapt quickly and on a large scale in order to add value to their creating customers, a global average of just 46% said they actually are today. At 48%, Germany’s executives deviate only slightly from the global trend. German consumers, however, speak an even clearer language on this point. A clear majority of 75% believe that companies need to adapt much better to their current (digital) needs (global: 78%).
Discrepancy, good intentions and challenges
In order to resolve this discrepancy, 73% of German management want the digital brand presence and the digital experience to be optimized as quickly as possible in order to better meet market requirements. However, almost as many (Germany: 66%, global: 72%) report that they struggle to scale their efforts to meet global demands. In this respect, good intentions are faced with a series of challenges that companies and their management have to overcome when implementing their strategies and achieving their goals.
“Consumers have already made their decision”
This is also confirmed by Alex Atzberger, CEO at Optimizely. “Customers, consumers and users have long since decided: brands have to adapt to digital requirements in order to grow in the long term. Truly adaptable companies work meticulously to understand their customers, their wants and needs holistically. This can be achieved, for example, by testing and experimenting with strategies and solutions that are able to capture a digital image of the customer. In this way, digital brands are increasingly approaching digital customer needs. The closer they get to this, the greater the likelihood that the customer will reward these efforts, which ultimately ensure above-average results and brand loyalty on the company’s side.”