Digital business interactions have grown exponentially over the past 18 months. Consumers worldwide have flocked to digital and self-service channels of interaction since the start of the Covid pandemic. That means that digital customer experience (DCX) is now fundamental to the success of brands and businesses. Unfortunately, the experience for many has been less than satisfying. A recent study by the CMO Council finds that many consumers are frustrated when they feel their needs are not being met in digital channels, and nearly three quarters of consumers question why they are doing business with brands where they’ve experienced these frustrations. “Authentication Frustration: How Companies Lose Customers in the Digital Age,” explores one of the biggest impediments to a satisfying digital experience—difficult and frustrating authentication processes.