Let's just be clear that the whole point, we're doing the access for differentiation, right? So this comes about by defining killer features based on understanding user behavior. It means innovating based on what you see in the real world, not what you cook up internally. Right. And that as a business practice, business objectives
and requirements are actually based on user research. Decisions are made with guidance from user testing. Agile organizations will play alongside UX and get better results, unique user experiences. And for me, it's not enough that they're good. It's not good user experience. It's compelling and it's blows you away. Like wow, user experiences and how we know this is
we can measure adoption conversion and reduce churn. For example. So measurement becomes a really important part of this story that we're about to hear. If you look at differentiation in the industry, because this is an important thing, the the intention is high. 47, almost half of CEOs say they want to use you as a competitive differentiator. How many firms measure customer experience quality? Do you measure your customer experience or UX quality?
About 53% of firms in the industry do that. How about tracking everything to improve, experience, quality, tracking everything. And that means call center. That means whether it's mobile, that means, you know, on site conversions, any metric that you can grab, you know, usability test results. So this drops to about a third of companies track everything. And and then finally the following
a consistent UX design process. What percentage do you. Do you follow that? When I ask people in my trainings, they usually say I usually see the hands dropping and it's similar for the industry. 15% follow any consistent process. So process consistency is critical. You know, it's about repeatability. It's about systematizing good user experience practices, not just at the UI level,
but in the way your team acts and is allowed to act in your organization. So this is based on a survey that Forrester Research did. Now, the reality is that in the industry there's a lack of UX leadership and a lack of UX process. Typically, UX is not having a strong and sustainable position in the organization. There's a lack of support from the business. You know, about 50% of organizations are supporting their UX teams currently.
This is a study that NN Group did in 2017.