Consumer-Facing Apps Help Attract & Keep Customers

By Samuel Greengard  |  Posted 2015-04-01 Email

As digital business moves into the mainstream, a growing number of executives recognize the fact that software applications play a prominent role in attracting, servicing and retaining customers. What's more, as the environment heats up, these apps are critical to achieving a competitive advantage and boosting customer loyalty. A recently released study conducted by Zogby Analytics on behalf of CA Technologies, "Software: The New Battleground for Brand Loyalty," points out that consumer-facing software is now a make-or-break proposition that's critical to business growth and success. "Software is no longer just the economy's oil, but its oxygen," the report states. In fact, the study found that businesses delivering a sub-par application experience risk losing 25 percent of their customers. In addition, more than two-thirds of consumers expected a load time of six seconds or less, and slightly more than half of these respondents demanded a load time of less than three seconds. Overall, the report found that consumers are focused on three key areas: quick-loading sites and apps, simple functionality, and the assurance of security. Here's a look at some of the key findings from the report.

Samuel Greengard writes about business and technology for Baseline, CIO Insight and other publications. His most recent book is The Internet of Things (MIT Press, 2015).

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