• Almost half of consumers (46%) said they wouldn’t register for a new account if it was too difficult to sign up.
• Consumers have a short fuse when it comes to poor digital experiences, with 35% cancelling or deleting an app if they have trouble logging in, while 32% said they would switch to a competitive service or app.
• Consumers said preventing their data from being resold to third parties is a top priority when considering app features (70%).
• Based on the survey findings, consumers 65+ gave the highest ratings overall for digital experiences, but those 18-24 are the most difficult to please. Across the globe, the Gen Z age group is most likely to delete their account (37%) or change service providers (34%) if they have a difficult login experience. 

Understanding your customer’s entire experience with your organization from their viewpoint is critical to improving personalization. Meaningful personalization needs to account not only for the customer’s current, or even most recent, interaction, but also for every step of the customer’s journey that led them to the current touchpoint, whether it be a service call, mobile payment or transaction.

Only by managing customer journeys will your organization be able to use each customer’s complete experience to determine how to interact with them as they move across channels to achieve their goals.

Since the judge of the experience is the customer, we want to shift to measuring the customer value. In the article noted above, Markey also shared four strategies to help organizations manage customer value, which include:

Develop robust customer-value management processes and tools. Manage current total lifetime value of your customer base and potential financial value that lies in increasing customer loyalty.
Combine design thinking with loyalty-earning technologies. The power of observation and knowing your customers' needs and constant loop of feedback along with artificial intelligence (AI) that can tailor personalized experiences to drive loyalty.
Organize around customer needs. Bridge the silos and reduce cross-functional friction to allow organizations to focus on customers.
Lead for loyalty. Align employees and the organization around the value of customer loyalty.