Three strikes & you’re out! Digital disconnect between consumers and business highlighted
A new study commissioned by digital services leader Atos, reveals that the UK is becoming a nation of digitally discerning consumers willing to click-off and check-out, if their high expectations of the digital services and applications they use are not met.
The rise of the digitally discerning customer
According to Atos’ research paper ‘Demanding Digital’ released this week, a third of consumers said that failing digital services affect brand loyalty while the majority of consumers will give organisations just a couple of chances to get a digital experience right before they give up.
Underlining the critical role the digital user experience plays in consumer satisfaction and retention the research, which looked at the attitudes to digital services of 3,150 people across ten public and private sector markets highlights significant commercial and other opportunities for organisations that get their digital offerings right. Over half of consumers admitted to walking away from digital applications without accomplishing what they’d set out to do. Of these consumers, 47% would forgive a brand or organisation the first time expectations aren’t met, but would then expect a flawless service thereafter.
From Resistant to Rapacious
There is acceptance for digital services among consumers and citizens of all ages with just 14% of those questioned identified as resistant adopters – those who only use digital services if they have no other choice. 29% are reluctant adopters who are willing to try digital services but in general do prefer speaking to someone in person. 39% are receptive adopters and open to trying new digital services while 18% are rapacious adopters and want to be the first to try a new digital service or application.
Half of consumers and citizens over the age of 55 are identified as receptive or rapacious adopters.
Tom Swanson, Chief Digital Officer, Atos UK&I, commented: “What we are seeing here is the rise of a more digitally discerning customer – one that is open to digital, is aware of its benefits and who expects it to deliver on its promise. Organisations need to think about their customers differently when it comes to digital and resist grouping them by age and gender but rather in the context of behaviours and expectations.
“Consumers and citizens alike are demanding when it comes to digital – they are extremely clear about what they expect a digital service to deliver which means that organisations need to get their experience up-to-par because they’ve made it clear they won’t stick around and wait for you to perfect the service.”
Simple to use, but not basic
It is imperative that organisations keep updating their digital offering in line with expectations to retain loyalty. Nearly half of respondents said they would abandon a digital service or application they have been using for a long time due to worsening performance.
When organisations update their digital services, consumers want to see a simpler, cleaner experience (58%); a focus on enhanced speed of use (47%) and increased platform reliability (36%). While getting the basics right is important, consumers expect more sophisticated improvements as well, such as a tailored service, further down the line. If this is implemented correctly, 50% said they would be more likely to become a repeat customer.
Swanson concluded: “The digital job is never done. Consumers and citizens expect digital services and applications to evolve in line with their needs. Right now organisations need to get the basics right, but over time they will expect more personalisation and a greater level of complexity. Worryingly half of consumers and citizens feel that digital services are currently built with the organisation in mind rather than the customer – and that needs to change. The customer has to be at the heart of the user experience because today they are the ones that decide if a service is fit-for-purpose, not those implementing them.”
For further information contact Atos UK&I press office – T: 07989 145565
- The study can be found at: https://atos.net/en-gb/united-kingdom/digitally-discerning-consumer-uk
- The findings detailed in this report are based on the results of a study, commissioned by Atos, which looked a number of issues relating to 3,150 UK consumers’ experiences of digital services. The research was conducted in July 2016.
- This is the first in a series of thought leadership papers on attitudes towards digital services with industry sector specific findings coming soon.
Atos SE (Societas Europaea) is a leader in digital services with pro forma annual revenue of circa EUR 12 billion and 100,000 employees in 72 countries including the UK & Ireland where around 9,000 employees deliver business technology solutions for some of the largest public and private sector partners. On a global scale, the Group provides Consulting & Systems Integration services, Managed Services & BPO, Cloud operations, Big Data & Cyber-security solutions, as well as transactional services through Worldline, the European leader in the payments and transactional services industry. With its deep technology expertise and industry knowledge, the Group works with clients across different business sectors: Defense, Financial Services, Health, Manufacturing, Media, Utilities, Public sector, Retail, Telecommunications, and Transportation. Atos is focused on business technology that powers progress and helps organizations to create their firm of the future. The Group is the Worldwide Information Technology Partner for the Olympic & Paralympic Games and is listed on the Euronext Paris market. Atos operates under the brands Atos, Atos Consulting, Atos Worldgrid, Bull, Canopy, Unify and Worldline. www.atos.net | Follow @Atos