Dubai: Bad experience with an app? Then press “Delete”.
Smartphone users have a “zero tolerance” policy with apps if they don’t meet expectations, according to a new Cisco report released by its subsidiary AppDynamics. And it’s the same with consumers in the UAE and their reaction to apps stored on phones.
When these expectations are not met, 74% of UAE consumers will automatically blame the app and the brand, no matter what the problem. Users aren’t in the mood to differentiate between issues within the app – such as slow loading pages or security failures – or external factors such as internet connectivity, slow payment gateways or technical issues with third-party services.
Brands and their applications have little or no room for maneuver because:
• 69% of respondents in the United Arab Emirates believe that it is the brand’s responsibility to ensure that the digital service or application works flawlessly; and.
• 98% say they expect digital services to perform reliably and consistently.
There are reasons for the short fuse on the part of the users. Since the COVID-19 strike, consumer dependence on digital services has increased exponentially. At the bare minimum, they expect consistent delivery of what they are looking for in applications.
Currently, 91% of UAE consumers – 15% above the global average – say their expectations for digital services have increased since the start of 2020. (The Cisco AppDynamics study was based on responses from 13 000 consumers in several markets.)
Just this “one shot”
Tolerance levels for indifferent app experiences won’t take a brand far in the UAE – 73% of consumers – 16% above the global average – say brands have a chance to impress them with their experiences digital before moving to another provider. Not just that
● 74 percent say they just don’t care who is responsible for issues with digital services, they just want them fixed and working;
● 68% consider it disrespectful to users that brands provide a bad digital experience these days; and
● 74% believe that most problems with digital services and applications are completely preventable.
“Consumers are no longer willing to settle for nothing less than a perfect digital experience,” said Linda Tong, vice president and general manager of Cisco AppDynamics. “Now more than ever, technologists are under pressure to deliver a ‘total app experience’ to users from their first interaction. “
Cisco research shows people are using 30% more apps today than before the pandemic. A whopping 95% of UAE consumers say digital services have become an essential part of everyday life, with 98% saying they have helped them weather the pandemic in a positive way. In addition, they are now loyal to brands due to the importance of their investments in digital services during the pandemic.
● 85% say they feel grateful to the brands that have invested in digital during the pandemic so that they can access the services they love and rely on; and
● 82% say they feel more loyal to brands that have outdone themselves with the quality of their digital service during the pandemic.