Consumers Abandon Brands After Frustration Over Identity Authentication, CMO Survey Finds
- by Laurie Sullivan @lauriesullivan, October 12, 2021
Consumers would rather do business with companies that make authentication simple and safe, according to 81% of the 2,000 consumers surveyed by CMO Council and Business Performance Innovation (BPI) Network.
The data shows that frustration with cumbersome and repetitive authentication processes leads consumers to search for brands that offer a …
