Scientists tell us we’re in the Anthropocene age. Erin Smith, senior manager of information experience at DocuSign, prefers to call our current era the Age of the User. “Customers will no longer just take what you give them,” she says, “they expect to get what they want.”

And if they don’t get it, they’ll leave—never to return. As Erin explained at FutureStack16 San Francisco in her talk “Digital Customer Experience Strategy,” 86% of customers will quit after a bad experience. Worse, they’ll tell their friends all about it.

In other words, whether you’re a developer, a marketer, a manager, an executive, or somewhere in between, guaranteeing a great customer experience is part of your job. Everyone can, and should, play a role in making every moment in the customer journey matter—digital moments included.

But in the Age of the User, strategy isn’t enough. To really deliver what your customers want, you have to make an emphasis on experience part of your company culture. How? Erin explains in the video below:

Watch other great presentations from the event:

You can watch all available FutureStack16 San Francisco presentation videos, including the keynotes, at our FutureStack16 San Francisco YouTube playlist.


Photo: © Andrew Weeks Photography.

B.J. Hinshaw is a freelance writer based in Northern California. View posts by .

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