You’ve just downloaded that new app to complement the many others on your phone. You quickly download the app and try it out. This new app is supposed to make life easier, whether for purchasing a product, making that crucial bill payment or even just offering up the news of the day.
There’s just one problem: The app feels as though it was developed in the early 2000s. What do I mean by that? Slow load times, constant crashes, a poor or unoriginal interface or just a disappointing user experience, overall.
Worse still, the app design is completely different from the web experience, so you have no idea how to use it. In that moment, the thought of deleting the app and never dealing with that company again crosses your mind.
Take a step back and ask yourself, “Are my customers experiencing any of these problems right now?”
Identifying the underlying problems your app causes should be one of the first steps to delivering an intuitive, intelligent, omnichannel experience. Here are three of the top causes of a poor user experience: friction, slow time to service and siloed applications:
Friction can involve anything from a specific feature functioning improperly, to a lack of features, inconsistent load times and the list goes on. In our current state of technology, more hoops to jump through to get from Point A to Point B can motivate almost anyone to explore other companies simply to gain a better app experience. Compuware states, “48 percent of users are less likely to use an app again if they’re unhappy with the app’s performance.” (Opens as a PDF)
Siloed applications also contribute to a poor user experience. According to Tommy Walker from Oberlo, “Omnichannel as a philosophy is about providing consistent, yet unique and contextual brand experiences across multiple customer-aware touchpoints, including brick and mortar, marketplaces, web, mobile and social.”
Applications stunted by a lack of communication between channels directly impacts the customer experience. Offering a consistent omnichannel experience has become table stakes for any company no matter the industry.
Slow Load Times
Finally, “Time to Service” for applications plays a crucial role in reducing customer churn. How fast or slow any company reacts to issues arising from functionality or customer service inquiries directly impacts your customer loyalty and evangelists. The more time passes before a resolution, the less likely that customer will come back and more likely to pass along their experience to friends and family. And we all know how quickly bad news travels.
Proactively identifying your omnichannel opportunities is an important first step to deliver the experience your clients expect and demand. As Fiserv’s President and CEO Jeff Yabuki states, “The one thing advancing faster than technology is consumer expectations.”
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