The experience of shopping with a tablet PC is much less satisfying than with your desktop computer. Although the iPad reinvented the tablet computer, unfortunately it appears that the actual surfing experience does not live up to expectations. In a survey of 4,000 people undertaken by Foviance, a global Customer Experience consultancy, it’s clear that the customer experience of tablet computing is relatively poor - customers are up to 18% less happy with their tablet experience compared to their desktop PCs.

The study, which looked at what customers thought of customer experience in the retail, banking, travel and mobile phone markets in the 2nd Annual Customer Experience survey, commissioned by Foviance www.foviance.com in association with Econsultancy.

Whilst companies are rushing to create apps on Apple, Android and Nokia stores it seems that they are not delivering for customers. The Apple store now has more than 200,000 apps, far more choice than the 40,000 products in a branch of Tesco but apps are not delivering the experience of their full-blown desktop cousins.

According to the survey, people are looking for efficient customer service (51%) and high-quality products (39%) at a low price (49%). Apps don’t appear to be robustly designed and have service issues. One customer, Muir MacDonald, explained that his new Skype app for iPad2 stopped working when he updated iTunes and he said “I delete a lot of apps that just don’t work as suppliers tend to ignore complaints and don’t fix them”.

Foviance also surveyed 650 companies and asked them about their commitment to customer experience. Only 10% felt that apps were ‘integrated’ with their overall customer experience, as compared to 48% with their website experience.

Companies are also failing to keep pace with the changes in technology. 40% of companies said that the major barrier to improving customer experience was ‘complexity of customer experience’.

Other findings:
1. In general, people seem to be fairly happy with their customer experience, for example, 87% of people thought their overall retailing experience was good or excellent
2. 69% of people will recommend a company based on a good customer experience
3. Customers are increasingly moving online, however, the face to face experience is still important, with the call centres and brochure being relegated to less important ways of buying
4. Mobile customer experiences are generally weaker – even if you’re a mobile phone company!

Download the report:
https://www.foviance.com/what-we-think/multichannel-consumer-survey-results/?utm_source=PressRelease&utm_medium=econ&utm_campaign=MCSR

About Foviance
Foviance is a leading multichannel customer experience consultancy that helps some of the world’s best known global brands to deliver better customer experiences that drive improvements in customer satisfaction for increased customer loyalty and better financial performance.

Founded in 2000 and with a heritage in usability research and data analytics, Foviance delivers research and analytics-based consultancy to its clients about the effectiveness of their individual channels, such as mobile, web and call centre and how they combine in a cross-channel environment.
For many clients, insight is provided not only in their home market, but also internationally through Foviance extensive alliance network.
Foviance engages with its customers wherever they are in their product lifecycle, and provides insight so they understand how to improve, create and deliver excellent customer experiences.

Foviance boasts 43 of the UK FTSE 100 companies among its client roster, including Barclays, BSkyB, and Sainsbury’s. In addition Foviance works with International brands such as AstraZeneca, Dell and Nokia. Foviance has offices in London and Shanghai.

For further information:
Tel:+44 (0)8450 546 500, e-mail: info@foviance.com, web: www.foviance.com

Published on: 8:50AM on 4th November 2011