How customers and employees engage with websites and applications makes a big difference in the relationship they have with organizations. In the past, having the most features was a differentiator but today, the measure of success is how engaging the software is, and how easily it enables employees and customers to accomplish their objectives. There is a greater understanding of the importance of customer experience, but still plenty of ways to get it wrong.

Analyst studies have conclusively proven that companies that bring a dedicated and thoughtful approach to designing their products around verified customer needs outperform their competitors by double digits.