Don't lose focus of your digital customer experience.
Companies that do digital well often owe their success to a relentless focus on what the customer needs their app or website to do for them. A well-designed digital customer experience is centered on consumer goals - whether they include shopping, information gathering, or resolving issues - and seeks to maximize quality and usefulness as well as provide a consistent experience across touchpoints. No matter where their digital journey takes them, customers should be greeted with a digital customer experience that is well designed, reliable, and seamlessly meets their needs.
Successful digital organizations constantly measure the digital customer experience and are always working on the next iteration of their app or website. Large corporations have teams of people whose sole responsibility is to focus on digital design and usability. This can be harder for companies that don't have such deep pockets, but maintaining focus on the digital customer experience still needs to be a high priority.