Having an online presence should be good for business. Online, you can learn more about your customers throughout their entire customer journeys, which helps you understand how best to communicate about new products and changes in service. Digital channels can facilitate direct customer input on how you can improve what you make and how you make it—and how you can attract new customers.

However, it can be challenging for companies to build user trust digitally, and a lack of trust can have major consequences. A recent PwC survey found that “most people only make the connection between technology and customer experience when tech fails, is slow or disrupts the process.” And a single bad experience can have a big impact: “One in three consumers (32%) say they will walk away from a brand they love after just one bad experience.

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