Only a minority of organizations are able to provide a very good user experience (UX), so IT and line-of-business leaders are turning to a number of emerging technologies to improve these interactions, according to a recent survey from UserTesting. The accompanying “2017 UX and User Research Industry Survey Report” predicts that artificial intelligence (AI) will likely have the biggest impact in this area over the next five years. But expect the internet of things (loT) and virtual and augmented reality to play major roles as well.
By successfully deploying tech solutions that boost these capabilities, IT teams can help their company better understand the customer journey, including all devices and distribution channels, while getting more ROI out of ongoing user research efforts in general. “In today’s highly competitive market, customers have come to expect excellent experiences from digital products, and companies that aren’t delivering can quickly become irrelevant,” according to the report. “Organizations are racing to understand their customers’ behaviors and attitudes so they can meet their needs and earn their business.” More than 2,200 product management, marketing, design, UX, engineering and other professionals involved with the customer experience took part in the research.