Exploring Customer Experiences On Digital Investment Platforms: Trust, Satisfaction, And Preferences

Abstract

The digital world is becoming very dynamic because of new technological disruptions, and the need to manage the customer experience in such a world is becoming highly complex with a changing user base that has higher expectations. The article analyses the major issues in customer experience management, emphasizing cyber security threats, digital fatigue, ineffective on boarding, and adoption of AI-driven hyper-personalisation and conversational user interfaces.

Methodology: The research is based on findings of 200 respondents that allows ranking by using mean ranking and Friedman tests to determine the most vital issues. The findings show that personalization at the AI-level and cyber security threats are seen as the most significant challenges. The work also addresses the perspective of users as to digital investment platforms, namely the main traditional financial institutions, robo-advisors, trading application tools, and crypto currency platforms, based on the answers taken by 200 respondents.

Findings and Results: The finding revealed that trading applications and robo-advisors are becoming more popular; however, security and data safety are among the priorities of the users. Kendall Coefficient of Concordance produces statistically significant but weak agreement of the respondents with respect to platform preference, which implies various user expectations and user experiences. The learning of this study are on how financial platforms should incorporate innovation and user education, customization on every product, and effective security to gain the trust and maintain sustainable engagement.