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Study reveals that customers feel underwhelmed despite seismic digital switch

Study reveals that customers feel underwhelmed despite seismic digital switch

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A new study from VMWare has revealed that only 29% of consumers around the world believe the companies they interact with now deliver an improved digital experience compared to before the pandemic. 

The findings from the study of more than 9,000 consumers, across Japan, Italy, Spain, United States, France, Germany, UK and Singapore, reveal while there has been a seismic digital switch, businesses have not captured the attention of customers, who are feeling largely underwhelmed. 

Key industries have fallen short on delivering cutting-edge digital experiences, according to the research. Those experiences might range, for example, from retailers moving to enable card payments, to tracking deliveries online from factory to home, or engaging with a new application that provides even greater level of customisation throughout the ordering process. This is despite 64% of survey respondents identifying themselves as ‘digitally curious’ or ‘digital explorers’signalling a receptive and readily available digital audience.

This should act as both a warning and opportunity for businesses, with nearly 49% of stating they would switch to a competitor if their digital experience doesn’t live up to expectations – just 12% would remain loyal. 

Matthew O’Neil, Industry Managing Director, Advanced Technology Group, VMware said: “There is no question that the development of new digital experiences has been integral to many businesses’ very survival over the past 12 months. However, while many companies successfully made the digital switch, our consumer insight shows that many have not delighted their customers with these new online experiences.”

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