A customer who has a bad experience in your store will often tell you. A customer who has a bad experience with your digital product will usually just leave, quietly and without explanation, leaving nothing behind but a gap in your retention data that most businesses never trace back to its source.
Earlier this year we asked 1,000 UK consumers why they switched brands and one in three told us it was because of a poor digital experience. Not price, not product, not a competitor’s offer. Include those who seriously considered switching and the figure climbs to almost three in five.
When we put the same question to 150 digital leaders from enterprise businesses across the UK, their estimates told a different story entirely. On average they believed the problem was roughly half the size it actually was. 13.3% believed it hadn’t cost them a single customer.
Customers are still loyal. They still return to brands they value and recommend businesses that treat them well. The difference is that digital experience has become one of the most powerful factors in whether that loyalty is earned or lost. When we asked digital leaders whether their customers agreed that a brand’s digital experience tells them everything they need to know about how much they are valued, 96% said yes. That is near universal agreement that digital experience defines how valued a customer feels. And yet one in three of those same customers switched brands last year because the digital experience they received told them the opposite. The belief is there. The delivery is not keeping up with it.
Among 25 to 34 year olds, the demographic that represents the future revenue of most businesses, 64% have already switched brands due to poor digital experience in the past year. Among the over 55s the figure sits at 17%, a 3.8 times difference between your legacy customer base and the customers your business depends on for its future growth.
Poor digital experience costs UK businesses billions annually, with cart abandonment alone accounting for £38bn, up 11% in a single year. Yet 13.3% of digital leaders believe zero customers have left due to digital experience at all. Every year that gap goes unaddressed, the higher-tolerance cohort shrinks and the lower-tolerance cohort grows. This is a revenue problem that is compounding right now.
What has changed is the ease with which customer expectations can be met elsewhere. AI is now embedded in everyday search behaviour in ways most customers don’t even notice. Google’s AI overviews surface alternatives before a customer has consciously decided to look for one, meaning a customer frustrated by your digital experience no longer needs to actively go searching for a competitor. The alternative arrives at the point of frustration.
Brand loyalty used to act as a buffer, a period of grace in which a business could address its digital shortcomings before losing the customer for good. With rising expectations and AI-accelerated discovery now running in parallel, poor digital experience has faster and more visible consequences than at any previous point in the relationship between brands and their customers.
Most businesses do not know the true scale of their digital churn because they built no way of seeing it. Customers left without being asked why, journeys ended without being tracked and the data that could have told the story was never collected. The perception gap between what leaders believe and what customers are experiencing runs deeper than strategy. At its core it is a measurement problem, and you cannot close a gap you cannot see.
Download the full Perception Gap whitepaper to find out the other areas where your digital experience could be costing you customers without you knowing it.