Privacy and Security are
Primary Concern for Online Customers
Nearly 86 percent of British consumers who have conducted online transactions in
the past year have experienced problems completing transactions. This finding came from a survey, conducted by
Harris Interactive and commissioned by Tealeaf. It also highlighted an unforgiving attitude
towards online stores, with 37 percent of those who have experienced problems when conducting an online
transaction in the last 12 months saying they would abandon their transaction entirely if they experienced a
Poor Customer Support
According to the survey, consumer intolerance of an online experience is
exacerbated by poor customer support from contact centres when people seek to rectify the problems they encounter.
43 percent of adults who experience online transactions problems contact customer service centres and yet,
worryingly, only 47 percent of these felt that this resolved their issue. Ultimately, 40 percent of British
consumers who experienced bad customer service from a company's contact centre following an online issue stopped
doing business with the company altogether.
British consumers have very high expectations of their online experiences, yet
many companies doing business online are still failing to deliver an acceptable level of customer experience and
service to internet customers, said Rebecca Ward, CEO, Tealeaf.
|Good online interactions and customer support lay a good foundation for your online
(Image by Pixabay.com)
"The only way to understand and pinpoint problems, improve conversion rates and
better serve customers is to have visibility into everything that happens on your online channel. The lack of
face-to-face contact is an obvious disadvantage online, but customers must feel as though they are valued and that
their issues are understood, processed and, ultimately, solved. Businesses need to pay the same consideration to
the experience of each and every online customer, just as they would in a physical shop or via a call centre, and
to achieve this they require a clear picture of where their websites work and where they fall short. Only then will
they be able to take steps to improve the service they deliver to their online customers," said Ward.
Online Transactions Survey Key Findings
Other key findings of the online transactions survey include:
Online vs. Offline
88 percent of adults were not willing to accept lower levels of customer service
online than they would receive in person.
20 percent of those conducting online transactions felt that the ease of
completing a transaction was the most important factor in a positive customer experience. Yet 31 percent of those
who had problems conducting online transactions felt that the website was too difficult to navigate and another 29
percent were unable to complete their action due to an "endless loop", for example.
Privacy is a primary concern of those conducting online transaction; in fact 32
percent felt that website security was the most critical factor of a positive customer experience. However, 40
percent of those who experience problems when conducting an online transaction reported that, when they have
transaction issues, they are likely or very likely to question a company's ability to keep their private
» Successful transactions are more important than loyalty
For example, 92 percent of British consumers who have booked travel online
reported that the ability to complete a transaction without encountering a problem was important or very important
to them, whereas only 24 percent reported that the travel provider's loyalty or rewards program was important or
To summarize, privacy and security in online transactions are not only on British
consumers' minds, but everyone's nowadays. But whatever your security concerns
might be when doing online shopping, you won't experience any when you go to Best Buy retailers. They use secure, encrypted pages, so you can shop there with a peace of
mind, and even save a buck or two.
With the growing online commerce the security of customer's data and personal
information has become ever more important. This puts more pressure on online businesses to protect privacy,
while providing better solutions for security of online transactions.