According to a recent survey, Canadians are much more inclined to turn their backs on companies who can’t keep up with their digital expectations.
This is one of the findings of a Leger poll, conducted between October 9th through 19th, 2020, on behalf of TD.
A sample of 1508 Canadians and 1594 Americans, aged 18 and over, were interviewed using Leger’s online panel for this poll.
In it, we discover that digital experience is extremely important to the majority of the interrogated Canadian population (84%). They are ready to take their business elsewhere if experiencing a poor digital experience.
Why? Because of the pandemic.
The Canadian population has had to adapt to a lot of things this year. Lockdown, masks, safety distancing, working from home… 81% of that population now expects businesses to do the same.
« We saw our customer engagement and expectations surge with the onset of the COVID-19 pandemic, » says Rizwan Khalfan, Chief Digital and Payments Officer, TD Bank Group. « Now, the majority of our customers are regularly using our digital platforms (…). We know our customers are expecting experiences that reflect how they have adapted during the pandemic (…). »
More time spent online
The poll also highlights another aspect of Canadians’ life. 72% of the Canadians surveyed believe they will spend more time online, especially to make purchases, in the coming year.
Of all available online services, Canadians will spend the most time on these five :
- Financial Services – 87%
- Clothing – 60%
- Remote learning and/or continuing education – 54%
- Household items (appliances, furniture) – 48%
- Financial advice as it relates to investing, budgeting, financial management – 44%
Also, Canadians now expect the same level of service that they would from an in-person experience.
As the poll shows, 74% say companies should prioritize virtual customer service and introduce new digital offerings (80%).
« Knowing that Canadians are relying on digital more heavily than ever before, we know that we will need to continue to innovate in order to exceed their expectations. Using technologies like artificial intelligence, voice, chat, and video will be key to creating stronger connections with our customers, » adds Khalfan.
Today more than ever, companies should rethink and improve their digital experience, for the sake of their clients.
