Are app frustrations loyalty crushers?
While a slow checkout line, an awkward return process or a snarky sales associate can play havoc with consumer loyalty, a poor app experience can be equally detrimental, argues CA Technologies.
Declaring brand loyalty now has a "six-second shelf life," the software maker concluded in a new report that brands not delivering a positive application experience risk losing as much as a quarter of their customer base.
The study, "Software: the New Battleground for Brand Loyalty," surveyed 6,770 consumers and 809 business decision makers in 18 countries exploring the app user experience. It identified three characteristics that have the biggest impact on the consumer experience:
1. Quick Loading: 68 percent of consumer respondents who left a brand because of poor load times say a loading time of six or less seconds was acceptable. Slightly more than half of those respondents demand a load time of less than three seconds.
2. Simple Functionality: More than 70 percent of consumers ranked "perform tasks with little difficulty" and almost 80 percent ranked applications that have "easy to use features" as top drivers of their decision to utilize or purchase an application.
3. The Assurance of Security: Out of users who had a fair or poor experience, 10 percent said that they would leave a brand forever because of issues with security.
Specifically around retail, the survey found 47.7 percent of respondents had used an app to shop at least once over the last six months, 46.3 percent had made online purchases with an app over that period, and 44.2 percent had researched a potential purchase. Showing the widespread acceptance of apps, more than half of respondents would be willing to use apps to perform tasks like paying taxes, managing healthcare and voting in elections.
"Consumers no longer view applications as nice-to-have novelties. They now have a huge impact on customer loyalty," said Andi Mann, VP, strategic solutions, CA Technologies. "As businesses navigate a new, always-connected reality that produces vast amounts of ambient data, they must react by delivering a personalized, secure and engaging application experience."
- CA Technologies Study Finds that Brand Loyalty Has a Six Second Shelf Life – CA Technologies
- Software – The New Battleground for Brand Loyalty (report) – CA Technologies
Are consumers increasingly grading retailers based on app performance? Is loading time, functionality, security or something else the biggest hurdle for retailer apps?