CA Technologies commissioned Zogby Analytics to survey consumers and business decision makers in 18 countries. They published their findings in this report: Software – The New Battleground for Brand Loyalty.
The report is already three years old in 2018 as I write this, but certainly still very relevant in a society that is moving forward at increasing speed.
Think about how far we’ve come even in the last 10 or 15 years. You can probably remember when the majority of consumers were leery of the security risks of online or app-driven transactions, such as managing healthcare or renewing a passport. Today, the majority of consumers want to use applications to perform these tasks.
While many companies are still debating about whether or not to provide app-driven services, entirely new companies are springing up, disrupting industries, devouring the status quo and giving today’s consumers what they’ve wanted for years!
Look at what happened to Blockbuster and Blackberry, and what is currently happening to the taxi industry.
If the consensus in your company is that you, or your industry is already doing a good job delivering application experiences, take a look at the graph below. It underscores the gap between how well businesses think they are delivering, and how well consumers think businesses are delivering
How does this gap impact consumer loyalty?
This is how the consumers surveyed react to a poor application experience related to some common benchmarks:
What Do Consumers Want?
When asked, what consumers want most is applications that are quick-loading, secure and simple to use.
[clickToTweet tweet=”‘Consumers no longer view applications as nice-to-have novelties but as a primary way to interact with brands and an integral component of brand loyalty.’ @CATechnologies via @SaraLMacQueen” quote=”Consumers no longer view applications as nice-to-have novelties but as a primary way to interact with brands and an integral component of brand loyalty. Software is being transformed from a commodity to a differentiating experience. – CA Technologies”]
Survey Methodology: The results highlighted in the report came from an online survey of 6770 consumers and 809 business decision makers in 18 countries. All interviews were completed during September and October of 2014.