Digital by Default. How are we facing up to building trust with today’s customers?
The pandemic has turned our trust in normality upside down. Digital has become the default option for many services, from opening bank accounts to filling prescriptions. But how comfortable are we with this change? Are we as trusting of digital services as we are of branch-based services? And what does this mean for the way our digital identities are managed?
Okta and Onfido talked to 5,000 people across Europe to find out how customers feel about accessing services online, and their expectations around privacy and digital identity verification.
Our research discovered customers are now much more open to doing things digitally: 1 in 2 of us are more comfortable with accessing services online than we were before the pandemic. Of those who are uncomfortable, the biggest concern is security, with 62% worried about their personal data being stolen.
The shift to digital has raised our expectations around customer experience. Speed is of the essence, with most reluctant to spend more than 10 minutes opening any type of account. Biometrics are the most trusted means of establishing digital identity.
As bricks-and-mortar stores close, digital is now the critical differentiator. Digital identity is helping trust in brand digital experiences replace trust in branch. By making identity the core of every interaction, businesses can deliver smooth, secure online experiences that will keep their customers coming back, time after time.