Editorial

Business must prioritise the customer experience, shows research

Consumers demand both convenience and privacy says survey by Ping Identity

Posted 21 September 2021 by Christine Horton


Consumers will abandon a brand if they aren’t able to balance convenience and privacy, according to a new survey from Ping Identity.

“With more options than ever before, businesses now need to integrate their security, privacy and user experience strategies to keep up with modern consumer expectations,” said Richard Bird, chief customer information officer, Ping Identity. “Individuals have no hesitations about finding better experiences elsewhere, so companies that prioritise customer experience now will earn loyalty in the long run.”

The survey indicates that consumers across the US, UK, Germany, France and Australia are demanding easy, fast experiences. Seventy-seven percent have abandoned or stopped creating an online account for a variety of reasons, including being asked to provide too much personal information (40 percent), needing too much time to enter info (33 percent), and too many security steps (29 percent).

Fifty-six percent have abandoned an online service when logging in was too frustrating, and 63 percent are likely to leave an online service for a competitor who makes it significantly easier to authenticate identity.

Moreover, 58 percent are comfortable with the concept of a digital ID capability that stores personal information securely on a smartphone to share electronically. Additionally, 46 percent would prefer to use a service or site that offers an alternative to passwords.

However, 44 percent admit to weak password practices, including making a minor change to an old password (29 percent) or reusing a password from another account (15 percent.)

It also suggests that consumers think privacy should be more transparent and simpler. Eighty-five percent are interested in learning how online services share their personal information, but 72 percent say that information is difficult to find. Seventy-two percent have manually adjusted their profile settings to control privacy – including a massive 89 percent of Gen Z. Sixty percent have dropped an account over privacy concerns, including 46 percent who have done so more than once.