Para evaluar el estado actual de la percepción de los consumidores sobre las características clave de sus experiencias digitales, Gartner realizó un estudio en profundidad sobre las reacciones a los casos de uso digital comunes en 11 industrias, desde comprar un seguro de vida hasta pagar una factura al gobierno. Los elementos que se han investigado, han sido factores como: la confianza de los consumidores, la facilidad de uso percibida y los beneficios recibidos, como ahorrar tiempo o dinero.
«La orientación al cliente es una de las principales prioridades comerciales para los CEO y, posteriormente, una gran área de inversión para los CIO», dijo Brad Holmes, vicepresidente de Gartner. «A pesar de estos esfuerzos, los consumidores reportan brechas significativas en la capacidad de las empresas para facilitar las experiencias digitales, ganar su confianza y ofrecer resultados deseables».
El 84% de los consumidores reveló que la mayoría de las organizaciones no cumplen con sus expectativas. En banca, sólo el 16% de los encuestados califica sus percepciones digitales en el primer cuartil del índice.
Los Millennials utilizan los servicios digitales con más frecuencia, pero están menos satisfechos
“Si bien los millennials son los usuarios más frecuentes de los servicios digitales, también son los menos felices. «De todas las generaciones, tienen la opinión más baja de la mayoría de los servicios digitales de las industrias», dijo Holmes. «Esto puede deberse a que los» baby boomers «y otras generaciones de más edad usan con el tiempo los ha vuelto más inmunes a la poca facilidad de uso, o porque se han resignado a hacer lo que sea necesario para obtener valor de una manera u otra».
La facilidad de uso y la confianza son dos componentes clave de la satisfacción de un consumidor con una experiencia digital. Según el Índice, los bancos gozan del más alto nivel de confianza entre los consumidores, aunque el 18% de los encuestados asegura no confiar en la banca online.
«Dado que la mayoría de las experiencias digitales de la industria no funcionan muy bien a los ojos de los consumidores, esta es una llamada de atención para todos los CIO. Deben evaluar el índice de cerca y priorizar las inversiones en TI para cerrar las brechas críticas de participación digital”, dijo el Sr. Holmes. “Los CIO deben reunirse con su CMO, la experiencia del cliente, la unidad de negocios y los líderes de productos para revisar y restablecer las prioridades y los proyectos de la experiencia digital actual a la luz de estas ideas. El camino está bien pavimentado por las mejores prácticas de los principales minoristas, bancos y los exitosos nativos digitales. «Comprender y aplicar las mejores prácticas en toda la industria para rediseñar las capacidades de productos y servicios digitales es la manera correcta de progresar».
Fuente: http://www.computerworld.es
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