Why Speed Now Defines Customer Loyalty in the Digital Era

How are consumer demands for instant, seamless digital experiences reshaping expectations across today’s digital landscape?

A new survey, by Rocket Software, found that consumers now expect near-instant digital experiences, putting pressure on IT leaders to deliver speed, reliability, and a seamless performance.

As customer expectations evolve, speed and reliability are now as critical to brand loyalty as product quality or cost. Whether making a purchase or booking online, consumers now expect everything to happen almost instantly and are quick to move on if it doesn’t.

To better understand how customer experience performance influences consumer trust and retention, Rocket Software surveyed 1,048 U.S. adults aged 18 and above from October 10 to 13, 2025. The survey explored consumers’ expectations for speed, reliability, and the technology that influences their digital experiences.

Speed is the new standard

Today’s consumers don’t just want things fast, they expect them instantly. Every click or purchase should deliver results promptly and without delay. In fact, 31% of respondents expect transactions to process instantly, 26% expect them to complete within a few seconds, and 21% expect them to finish within a few minutes. Whether a system is processing a payment or confirming a booking, every second counts, as even a slight delay can impact the perception of a brand.

Failure can lead to lost loyalty

While consumers may be forgiving of rare occurrences, they are unlikely to tolerate multiple offenses. When asked how they’d respond to a failed digital transaction, 43% said they would try again once before switching to another brand. Another 30% said they’d give multiple chances before leaving, while 12% would look elsewhere immediately.

With more and more options available online today, even long-time and loyal customers are less willing to stick around after repeated issues. Over half of consumers (51%) said they’d give a brand two to three chances after a negative digital experience before switching to a competitor. In other words, the difference between a loyal customer and a lost one could come down to a single failed interaction.

Technology awareness is growing

With online shoppers being more tech-savvy than ever, it’s easy to notice when technology performs poorly. Nearly two-thirds of respondents (66%) said they always, or often, think about the technology behind their digital experiences.

This increased awareness also directly influences trust. When asked how knowing a company uses modern, secure technology would affect their confidence, 46% said it would make them somewhat more confident, while 38% said it would make them much more confident. Modern, secure technology doesn’t just power digital experiences; it builds the trust that helps strengthen a brand’s perception and customer retention.

How Rocket Software Helps Businesses Meet Customer Expectations

From payment processing to online booking systems, even the smallest delay can impact a customer’s decision-making. Rocket Software’s solutions help enterprises modernize

the core systems behind customer experiences, enabling enterprises to deliver seamless customer journeys from start to finish, including:

• Rocket^® COBOL: Seventy percent of global business transactions are powered by COBOL applications. Rocket’s COBOL solutions allow organizations to modernize and optimize COBOL applications so they can run faster, integrate with modern tools, and continue supporting high-performance digital transactions.
• Rocket^® Modern Experience: Empowers organizations to modernize interfaces and workflows, turning complex, host-based systems into intuitive experiences and helping businesses deliver a seamless and engaging digital journey across all touchpoints.
• Rocket^® UniVerse: Delivers fast, flexible, and resilient data management that accelerates transaction performance and ensures uninterrupted availability. It helps organizations handle heavy workloads and keep systems running smoothly even during peak demand.

Whether you’re modernizing your systems, improving customer experiences, or enhancing operational efficiency, Rocket Software empowers businesses to thrive in the fast-paced digital landscape. Because in today’s digital-first world, speed and trust go hand in hand, and Rocket Software ensures both are built into every customer journey.