Author: Paul North

Software updates are one of the most valuable customer experience moments that brands keep overlooking. Every update is an opportunity to build or lose trust, but many organisations never test the experience that keeps customers coming back. For digital businesses, updates are one of the few interactions that happen repeatedly throughout the customer relationship. Unlike a marketing campaign or an interaction with a salesperson, they arrive while someone is actively using your product. That makes every update an opportunity to strengthen confidence or introduce friction. However, UserTesting’s latest research found that Australians are extremely hesitant when it comes to software…