Experience gap separates digital and physical touchpoints

According to a survey published in August 2017, the Chief Marketing Officer (CMO) Council reports that responsiveness at the speed of digital will quickly become the consumer’s standard expectation, even for physical touchpoints like product packaging, in-store signs, and other point-of-purchase displays.
According to 77% of respondents, it can take up to 90 days to respond when a physical touchpoint is concerned, with 36% admitting that they are only able to react and respond to consumer feedback, suggestions or issues with product packaging within three months. This leaves a gap between reality and consumer expectations, which are now set at response times between 24 hours and two weeks, at most.
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