Consumers And Brands Have Different Digital Pain Points: Study

Consumers have embraced digital shopping during the COVID-19 pandemic, but they still face several pain points, judging by Moxtra’s 2021 Data Report. 

Consumers list these annoyances:

  1. Difficulty getting in touch with a representative/administrator — 54% 
  2. Security concerns (data breaches, untrusted platform, etc.) — 31% 
  3. Lack of personal touch/care — 27%
  4. Poor online/digital user experience — 26% 
  5. Lack of relationship history for ongoing interactions and/or when revising a prior issue — 21%

For their part, brands suffer from these pain points when engaging with consumers: 

  1. Not enough staff/resources to provide timely, consistent and quality engagement — 44%
  2. Inefficient processes that slow down interactions — 40%
  3. Too many different digital tools and technologies to keep track of — 39%
  4. Poor cross-team communication/unclear responsibilities — 35%
  5. Outdated digital tools and technologies — 23%

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Customers remain loyal to service providers when they provide: 

  • Great customer service — 28%
  • Convenience — 27%
  • Low prices — 17% 

And, consumers say these five features are the most important:

  1. A mobile app — 49%
  2. The ability to talk to a human representative/administrator — 43%
  3. Low cost — 36% 
  4. A physical location to visit/in-person service — 31% 
  5. The ability to send a message to a representative/administrator on your own time (not limited to business hours) — 25%

However, it is not clear that brands plan to provide more in-person engagement. Here are their near-term strategies:

  • We plan to conduct service digitally as much as possible and only interact with customers in person when necessary — 39%
  • We plan to engage using a mix of digital and in-person services — 50%
  • We plan to engage with consumers in person more — 11%

Consumers seem to agree up to a point. They say:

  • I prefer to engage with the service digitally as much as possible — 51% 
  • I prefer to engage using a mix of digital and in-person services — 32%
  • I prefer to engage with the in-person customer service more — 18%

Organizations face barriers to implementing digital tools:

  • Cost — 60% 
  • Limited staff/resources — 33%
  • Limited time to research/implement — 27%
  • Fear of data breaches — 27%
  • Difficulty onboarding customers to new operations/systems — 26%
Moxtra surveyed 1,000 consumers and 200 senior-level decision makers in the healthcare, education, insurance and logistics industries. 

 

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