Technology is an integral aspect of the contemporary way of life. There are very few aspects of work and leisure not augmented or driven in some way by our growing digital landscape. As a business leader, you know how sensible application of these tools is essential to a thriving company and spurring innovation.
Yet, there are still some consumers with concerns about how fully the companies they interact with utilize technology. This is perfectly understandable. After all, there are certainly risks involved with the adoption of any digital tool. Not to mention customers have less control over what happens to their financial and personal information than they would in in-store transactions.
As such, your efforts to build trust and confidence with your consumer base can benefit from anticipating their concerns and acting to assuage them. Let’s take a look at some of the main issues consumers find with tech adoption.
Data Usage
Data is one of the key ways technology is impacting commerce today. When you review where digital innovations are disrupting business processes, it’s clear to see the collection, analysis, and use of data is a driving force throughout most of them. It is present everywhere from the development of artificial intelligence (AI) to making remote operations practical. You’ll also find the use and protection of personal data is a primary customer concern about your adoption of technology.
Consumers want to be reassured that when you use technology in your business processes or to improve their user experience (UX), their information is treated safely and respectfully. As such, you need to regularly review your processes — not just every time you upgrade your tech but at frequent intervals, too. Ascertain how your tech activities have the potential to collect, store, and use consumer data. Look at how necessary the data is and adjust your approach to reduce capturing any personal information you don’t need.
Perhaps most important here is not to shut your consumers out of your processes. You can best anticipate their concerns by making the first communicative move. Provide full reports on the use of consumer data, how it is handled, and your efforts to make improvements. You don’t need to go into the kind of detail you would consider to be a security risk. But applying this transparency and being open to customer feedback afterward goes some way to set minds at ease.
Inaccessible UI
A key element of all positive types of UX is making certain your consumers feel comfortable and supported on your website. However, as companies incorporate more technology and digital tools into their processes, there is a chance for a proportion of the customer population to be left behind. To avoid this, one of the concerns you need to anticipate is the presence of an inaccessible user interface (UI).
You should begin by hiring web designers with professional experience in accessibility. If you’re working independently, there are some content management system (CMS) plugins designed to scan your code for accessibility hurdles and make suggestions. But these are usually quite limited in scope and it’s generally best to take a design approach from the ground up with inclusivity in mind.
That said, there are various types of potential accessibility challenges. Many web designers will be familiar with assistive technology compatibility and considerations for those who live with neurodivergent traits. But your UI may also be problematic for those using translation programs or even just consumers who don’t feel comfortable with technology. You may find it wise to work with external organizations and consultants to better ensure your UI is appropriate for the full range of consumers.
Disruptive Elements
The internet can be an exciting and useful resource. But let’s face it, there are times it can represent a dumpster fire of irritants and toxicity. One consumer concern you should anticipate when applying technology is whether you’ll fit into the latter category. You need to be able to avoid elements of your tools that can be annoying, invasive, or difficult to handle if you want to retain consumer engagement.
Thankfully, the digital landscape has largely moved beyond the 1990s heyday of companies hosting dancing babies on their home pages. But this doesn’t mean we’re free and clear of irritating features. Live chat pop-ups often tread a fine line between useful and annoying. While live customer support can be a convenient way to assist, issues like long response times and lack of follow-ups can drive consumers away. The issues can be compounded when the live chat is AI-driven. This is because it is subject to response cycles that feel impersonal. As such, you need to design your chat system with an awareness of what attracts and repels consumers.
The appearance of a live chat window in the corner brings us to another element that can disrupt a good user experience — pop-ups. Yes, in some ways they can be good to alert consumers to discounts or relevant items. But using them with too great a frequency can derail the flow of their journey through your website. As with all customer service technology you adopt into your business, it’s important to consider whether the tools you’re using solve a specific problem. Be sparing with pop-ups and use them in areas to enhance consumer experience rather than badger them into more sales.
Conclusion
It’s no secret there are some forms of technology consumers aren’t entirely familiar or comfortable with. Unfortunately, failing to anticipate and address their concerns can find your company alienating valuable patrons. It’s worth starting with some of the more prevalent problems with the introduction of common technological upgrades. Understand why the public is wary of data collection and maintain an awareness of common accessibility issues. Mitigating the potential for disruptive elements of your website can also be key to handling issues before they arise. The digital landscape is one of constant change, but by understanding customers’ perspectives, you can make sure it is beneficial for everyone.
