The downhill dangers of digital experiences

When digital experiences let the customer down

The downhill dangers of digital experiences

Digital experiences are designed to enhance customer journeys, offering convenience and efficiency. However, when they fail, they can disrupt customer satisfaction and harm a company’s reputation. In this article, I share real-life examples from a recent ski trip to Chamonix that illustrate why resilient digital experiences are essential for maintaining trust and delivering value.

Lessons in Customer Experience from the Slippery Slopes of Digital Failures

Ski Hire Hassle

Having pre-booked my ski hire online, I expected the check-in machine to scan my code, retrieve my order details, and allow for a quick click-and-collect process. Instead, a faulty system forced us to wait for an assistant who asked us to recall the details of our booking. I had to dig through my emails to retrieve the information. This delay meant waiting longer to be fitted for boots, adding an extra step to the process.

We finally moved to payment and collected the rest of our equipment. The checkout operator had to cross-reference everything between our email and the point-of-sale machine. Ultimately, the ‘check-in’ process felt unnecessary. Without it working as intended, the entire experience fell below expectations.

Digital experiences unnecessary check -in

Ski Bus Slip-Up

Chamonix’s ski zones are connected by buses running along the valley. With crowded buses and fogged-up windows, digital signage inside the buses becomes essential. These screens let passengers know when to prepare to disembark, ensuring smooth exits.

However, when the screens displayed IT error messages instead of useful information, the experience suffered. Passengers were left guessing their stop, slowing the process as people scrambled to exit at the last moment. This created unnecessary delays and frustration. Ironically, a simple printed poster listing the stops would have been a more reliable alternative to the failed digital system.

Digital experiences - when digital info screens fail

Going Up, Or Maybe Not?

A Mont Blanc ski pass offers access to additional experiences, including a train ride to the Glace de Mer glacier and a Gondola trip to Aiguille du Midi. Using the Mont Blanc Natural Resort App, I reserved a spot for the Gondola. We knew this meant giving up some skiing time, but it seemed worth it.

When we arrived, the lack of a queue by the Gondola seemed odd. At the sales desk, I presented my PDF reservation, only to be told the Gondola wasn’t running that day. I explained we’d received no notification, only to learn the system lacked functionality to alert customers. The assistant, who had clearly repeated this explanation many times, lacked empathy and suggested we could return at any time without a reservation.

This failure to notify us wasted half a day of skiing. Despite having customer emails, phone numbers, and an app, the company couldn’t deliver timely updates. This experience reflected both a digital and human failing.

Digital Experiences - when the system lets you book the impossible
Digital Experiences - when communication could have saved the day - or half a day of skiing

The Importance of Resilient Digital Experiences

Although the trip overall was enjoyable, my experiences highlighted how digital failures can negatively impact customers. Businesses relying on digital experiences must ensure their systems meet customer expectations.

Here are three rules for better digital experiences:

  • Provide clear advantages over human alternatives. Customers should feel the digital option is better, not more frustrating.
  • Test systems rigorously and regularly. Walk through the entire customer journey to identify potential issues.
  • Have a backup plan. When digital systems fail, secondary technology, signage, or human support should keep the journey intact.

Every trip reveals more examples of digital experiences failing customers. Such failures not only damage individual journeys but also harm the reputation of the businesses involved.

If you’re unsure how well your digital experiences perform, consider an audit such as a CETA (Customer Experience Technology Assessment) to pinpoint issues and areas for improvement.

For guidance on optimising your customer experience, contact me at [email protected].

Note: The original article was posted in the ‘Making a Difference with CX‘ LinkedIn newsletter.

Lexden Group