Most Consumers Have Underwhelming Digital Experiences

Across all industries, at least 84 percent of consumers say their experiences with using digital tools and services fall short of expectations, according to the Gartner.

To gauge the current state of consumers’ perception of key characteristics of their digital experiences, Gartner conducted an in-depth survey of their engagement with and reactions to common digital use cases across 11 industries. Those digital use cases included actions such as placing a retail order, submitting a service request to a bank, purchasing life insurance, paying a government bill, and checking the status of healthcare benefits. The specific elements of total digital experience probed were consumers’ level of trust, perceived ease of use, and benefits received, such as saving time or money.

“Customer focus is a top business priority for CEOs and subsequently a large investment area for CIOs,“ said Brad Holmes, managing vice president at Gartner. “Despite these efforts, consumers report significant gaps in enterprises’ ability to make digital experiences easy, to earn their trust, and to deliver desirable results.“

The cross-industry look revealed that most organizations do not meet consumers’ expectations. In banking, the best-performing industry, only 16 percent of respondents rate their digital perceptions in the top quartile of the index. Differences in adoption by age or generation are also key insights for experience design. It is no surprise that millennials are in general a lot more engaged digitally than their older peers. The survey found that at least two-thirds of millennials use retailers’, manufacturers’ and utilities’ digital services.

Ease of use is a critical element of a positive experience. Online retailers have innovated continuously to reduce the instances of shopping cart abandonment and other blockers to completing a purchase transaction. Banks also have invested in simplifying transactions such as submitting a service request or using chat for support. Those efforts have panned out in relatively higher consumer perception for ease of use. Consumers who are current and past users of governments’ and life insurers’ online services and tools perceive them to be more difficult.

Along with ease of use, trust is a key component of a consumer’s satisfaction with a digital experience. According to the Index, banks enjoy the highest level of trust among consumers. Yet skeptics remain as 18 percent of those consumers who choose not to use bank’s online services say it’s because they “don’t fully trust them.“ Similarly, for governments and retailers, 20 percent of nonusers point to lack of trust as their reason.