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Local government lags users’ mobility and customer experience expectations

David Bicknell Published 20 September 2017

Survey shows 77% of consumers say how well organisations protect their data is key factor in deciding whether they will use them; local government rated as worst sector for using mobile apps to communicate and provide services


Local government’s relationships with consumers have come under scrutiny in a survey of Europeans experiences of customer services that also examined organisations’ approach to protecting their customers’ personal data.

The research, from Quadient, formerly GMC Data, observed that European consumers feel they have more power over businesses and are increasingly willing to use it.

Quadient’s research, a survey of 8,061 adults in the UK, France, Germany and the Netherlands, revealed that more than three quarters (76%) of respondents said they would switch from a business that doesn’t meet their customer experience expectations.  It also revealed concerns about data protection and about the lack of progress parts of the public sector, especially local government, are making in meeting customer expectations. Healthcare’s performance, however, was better regarded.

On data protection, 77% of Europeans say that how well businesses and organisations protect their data is a major consideration when deciding whether or not to use them. This rises to 81% in Germany.  Just 5% of Europeans don’t consider data protection at all, falling to just 2% in Germany.

Most European customers ranked retail (30%) as the industry that had made the most progress towards meeting customer expectations, followed by banking (26%) and healthcare (24%).

Local government was rated as having the most room for improvement, with 41% of Europeans ranking it as the sector that has made the least progress towards meeting customer expectations.

More than half (53%) of Europeans also ranked local government as the worst sector for using mobile apps to communicate and provide services. 37% of Europeans say banking is doing the best (39% in The Netherlands and the UK), with retail (35%) also performing well.

“Whether they like it or not, businesses in every industry have to adapt to consumers’ new power and customer experience expectations,” Ian Clarke, the EMEA and APAC president of Quadient concluded.

“For instance, using mobile apps to both communicate and provide essential services is a hallmark of the modern customer experience, yet some industries are lagging behind even in this. Whether leading the field in banking and retail, or struggling to catch up in local government, businesses need to ensure they can connect with current and future customers through exceptional, meaningful and accurate experiences across the entire organisation. Without this, consumers will never feel that they are getting the value they expect from customer experience.”


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