2 min readUpdated Mar 23, 2023

Marketers recognize the importance of speed in improving the customer experience

Econsultancy’s 2017 Digital Trends report, based on the seventh annual trends survey conducted by Econsultancy and Adobe, highlights the key digital trends, challenges and opportunities which marketers need to be aware of during 2017.

The report is the most definitive of its kind in the world, based on a global survey of more than 14,000 marketers and ecommerce professionals.

The need for speed

Given we at Ably love our realtime (sub 100ms) experiences it was great to see marketers starting to really value the speed of a customer experience as an important factor in improving and optimising it.

The chart below shows what factors marketers value most in improving the customer experience:

Chart from Econsultancy/Adobe Digital Intelligence Briefing: 2017 Digital Trends

You can compare the 2016 results (grey bars) with the 2017 results (teal bars). You can see that only two areas have become more important in the last year: making the experience as safe as possible and making it as fast as possible.

Whilst speed as a factor is understandably lower down the prioritization list than, say, value or relevancy, making the experience as fast as possible is by far the biggest climber year on year in percentage terms (50% YoY).

Further articles we’ve written looking at how we believe realtime can help deliver next generation customer experiences:

Any comments welcome as usual!

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