81 Percent of Global Consumers Believe Organizations Provide a Disconnected Experience

MuleSoft, provider of the leading platform for building application
networks, today released “Consumer
Connectivity Insights 2018,” a survey of more than 8,000 consumers
globally to analyze whether organizations are meeting customer
expectations for a connected, personalized experience across industries
and geographies. The report found that customer loyalty is at risk for
organizations unable to provide seamless experiences across all channels
and timely access to information.

Globally, more than four out of five (81 percent) consumers believe that
organizations in at least one of the four sectors surveyed (banking,
insurance, retail, government) provide a disconnected experience.
Government services was seen as the worst performer (66 percent) while
banks were the best performers. However, even in banking still more than
half (55 percent) of consumers said they have been at the receiving end
of disconnected experiences, highlighting more needs be done across
industries to meet their expectations.

Customer Retention at Risk for Organizations That Fail to Provide
Connected Experiences

As a result of disconnected experiences, more than two-thirds (69
percent) of global consumers would consider changing a service provider.
Consumers were most likely to consider changing retailers (57 percent),
closely followed by insurance providers (56 percent), and banks (51
percent). Younger consumers (18-34 years old) reported the least
tolerance, with 76 percent saying a disconnected experience would make
them consider changing a service provider.

“Technology has fueled an on-demand culture and created a world in which
consumers expect connected experiences across all channels. Millennials
especially are increasing the pressure on organizations to provide a
connected experience, yet it is clear many organizations are still
falling short. For example, nearly half of consumers say they gave up on
an activity or request when information sharing with an organization was
too difficult,” said Ross Mason, founder and vice president of product
strategy, MuleSoft. “Organizations need to connect their systems,
devices and data end-to-end in an application network to deliver a great
customer experience. The rewards are potentially huge for those that
succeed, as they’ll unlock new ways to increase customer acquisition,
retention and spend.”

The Future Is Now – Amazon Go, Facebook Messenger and Chatbots Get
the Thumbs Up From Consumers

The survey shows organizations are already struggling to provide a
connected experience and the demands on IT will only continue to
increase as consumers’ expectations of technology continue to evolve.

One technology that organizations are starting to invest in is chatbots. According
to Gartner, Inc., 25 percent of customer service operations will use
virtual customer assistant or chatbot technology by 2020.1
However, Consumer Connectivity Insights 2018 revealed that there is
still work to be done:

“Organizations need to find a way to meet current demands and
future-proof their business at the same time,” added Mason. “For
instance, we are only touching the tip of the iceberg when it comes to
voice and chatbots. A truly great customer experience using chatbots
will only be delivered once they are connected to more systems and have
access to a greater range of data. Integration
continues to be a challenge for many organizations, but an API-led
approach will put them on the right path to innovate and create greater
customer loyalty in the future.”

Research Methodology

This global survey was commissioned by MuleSoft and independently
carried out by Opinium Research. The total sample size was 8,019 adults:
UK (2,004 adults), US (2,002 adults), Germany (1,001 adults),
Netherlands (1,002 adults), Australia (1,010 adults) and Singapore
(1,000 adults). Demographic split 18-34 year-olds (2,282 adults), 35-54
year-old (3,029 adults) and 55+ years-old (2,708 adults). Fieldwork was
undertaken online between 3-9 April 2018. The figures have been weighted
and are representative of adult populations (aged 18+).

About MuleSoft, a Salesforce company

MuleSoft’s mission is to help organizations change and innovate faster
by making it easy to connect the world’s applications, data
and devices.
With its API-led
approach to connectivity, MuleSoft’s market-leading Anypoint
Platform™ is enabling over 1,200 organizations in approximately 60
countries to build application networks. For more information, visit https://www.mulesoft.com.

MuleSoft is a registered trademark of MuleSoft, Inc. All other marks
are those of respective owners.

1 Press Release, “Gartner Says 25 Percent of Customer Service
Operations Will Use Virtual Customer Assistants by 2020” 19 February
2018 https://www.gartner.com/newsroom/id/3858564

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