It’s widely believed that the first few weeks of the pandemic saw a 5-year leap in terms of digital adoption. Already digital-savvy consumers were able to go virtual overnight and others turned to accessing services online that they previously might never have imagined using. In a Wunderman Thompson Technology survey, Experiences Customers Want, conducted in July 2020, some 4 months into the pandemic, 62% of consumers told us that they were using more online services than they had previously. Not a great surprise. However, almost half (46%) told us that they were less forgiving of poor online experiences than pre-COVID.
The survey also revealed that it’s the fundamentals that are often costing brands dearly when it comes to engaging customers online. 37% of consumers called out slow websites as their number one frustration when dealing with brands online, with 33% saying that targeted ads come a close second. 21% of consumers claimed that a slow website is a deal breaker and would stop them interacting with a brand altogether.
To discover where organisations are struggling with the challenge of engaging their customers online in this post-COVID era of increased demand, WT Technology joined forces with Adobe to speak to a group of leading enterprise CIOs at a recent roundtable event. In the spirit of Chatham House, they and their organisations will remain nameless but here are some of the key take outs of what was a fascinating conversation.