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App experience affecting bottom line, warns CA

Bad apps can lose customers, survey by CA Technologies shows

Applications - good or bad - can have a huge impact on customer loyalty, says Zebian.
Applications - good or bad - can have a huge impact on customer loyalty, says Zebian.

Businesses need to be more aware of the risks posed to their brands by poor performing apps, according to CA Technologies.

Research conducted by CA into apps shows that businesses which fail to deliver a positive application experience risk losing as much as a quarter of their customer base.

The study, which surveyed 6,770 consumers and 809 business decision makers found that app performance was essential to user experience and interaction with businesses in areas such as online banking, shopping, services, social media and so on.

Consumers were most concerned with load times for applications, with 68% of consumer respondents, who left a brand because of poor load times, stating that a loading time of six or less seconds was acceptable. Slightly more than half of those respondents demand a load time of less than three seconds.

Users also looked for simple functionality from an app, with 70% of users saying that performing tasks with little difficulty was a key drive in using or purchasing an app, while 80% said easy to use features were a key driver.

Ten percent of respondents said that they would leave a brand forever because of issues with security.

"Consumers no longer view applications as nice-to-have novelties. They now have a huge impact on customer loyalty," said Diyaa Zebian, regional director MENA, CA Technologies Middle East and North Africa. "As businesses navigate a new, always-connected reality that produces vast amounts of ambient data, they must react by delivering a personalised, secure and engaging application experience."

The survey also highlighted a disconnect between how well businesses decision makers think industries are able to provide application technologies, and how well consumers believe the same industries are actually delivering. Specifically, businesses think application delivery is largely better than consumers do -- a difference of 15% in financial services, and 14% each in information and technology and government administration.

"In order to tap into the growth potential of the application economy, businesses and governments must make software more than just a part of their business - it must become their business," said Zebian. "And to do this, they have to let their customers lead; listen to them, understand their needs, and apply the same rigor and predictive analysis to application development and deployment as they would to determine the best location for a retail store."