Customers prefer brands with simpler, safer identity verification processes

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 21, 2021, 10:59 AM UTC

The CMO Council commissioned a survey of 2,000 consumers across the US, Canada, Ireland and the UK.  

The study revealed that 81% of respondents prefer doing business with companies that make recognising and verifying consumer identity a simpler, quicker and safer process. 34% of those polled believe that it matters to a significant degree how negatively a company is perceived owing to difficult authentication processes.

For 55% of participants, keeping track of too many passwords is a top password-related grievance. This is followed by needing to re-create passwords (43%) and being forced to strengthen passwords (33%).

If given a choice, 44% respondents consider biometric authentication as an easier and better verification method. 34% of those polled would prefer biometrics as long as it is secure.

Read the original article

[4 minute read]