Digital identity has never been more important: for both users and businesses. We’re all accessing more services than ever before in a fully digital setting. Covid-19 has accelerated this trend. As face-to-face interactions with a business are no longer the norm, our reliance on digital identity to shop, work, bank and communicate has only increased.
This has created new challenges. Businesses have had to transform their approach to identity in order to meet changing customer expectations, while also changing their approach to fraud, regulation and operational efficiency.
We understand it can be tough to keep the broader context of a user’s experience of digital identity in mind. After all, your identity processes don’t exist in a vacuum. Your potential users are navigating dozens of processes every month — and you need to ensure you keep their preferences and satisfaction in mind. Otherwise, what’s to stop them from switching to a competitor who meets their expectations better?
That’s why we conducted our own research, consisting of over 4,000 respondents across the USA, UK, France and Germany 1) to uncover what people’s relationship with digital identity is really like, and just how satisfied they are, and 2) to help you optimize the way you approach digital identity to meet their needs.
For the full findings, download the report Customer Attitudes to Digital Identity.
How has our use of digital identity changed?
60% of people report accessing more online since the start of the Covid-19 pandemic
We learnt that 60% of people are accessing more services online since the start of the pandemic, with 18.4% reporting a significant increase (+50% more than usual).
Considering the many different ways there are to prove your identity online, this puts a lot of pressure on an individual, as opposed to a business, to manage the different ways they’re asked to prove their identity. It’s important to optimize and streamline your process to take that pressure off the individual, and to stand apart from the competition.
And it seems this behavior change is here to stay. The online model has been proven to work. Businesses are changing their infrastructure to allow for more remote interactions, and are increasing their efforts to reach consumers online. And customers are getting used to completing more transactions remotely.
All of this means more scenarios where people will need to make use of their digital identity.
People are dissatisfied with how their digital identity is handled
There is still work to be done in meeting expectations. There’s a discrepancy between the amount we use our digital identity online, and how satisfied we are with the way it’s handled. With the amount we use our digital identity online-only increasing as a result of the Covid-19 pandemic, addressing this issue of satisfaction is becoming more pressing.
Only a very small proportion of our respondents report their digital identity being handled ‘as I want it’.
The majority of people (87%) feel either neutral, or dissatisfied. In what other areas of business could we get away with 87% of customers feeling dissatisfied or indifferent?
While people don’t feel their digital identity is being handled as they want it, it seems to have, up until now, been the accepted norm. But with an increase to their online presence, it’s likely this will change.
For businesses, this presents an opportunity: changing the way you handle digital identity to meet what people want and capturing the loyalty of this increased customer base.
If you’d like to learn more about your customer’s changing relationship with digital identity, their key concerns when onboarding, attitudes towards different methods of identity verification, and how these impact a consumer's perception of businesses, you can access the full report here