'Substantial gaps' in charity payment experiences are a threat to loyalty, research shows

Charity payment experiences have ‘substantial gaps’ that are threatening customer satisfaction and loyalty, new research has found.

The Payment Experience Index, created by Access PaySuite, has revealed ‘trust discrepancy scores’ for a number of sectors, including the not-for-profit sector.

It found the charity and not-for-profit industry as one with a moderate ‘trust discrepancy score’ of 19, compared to the entertainment and telecoms industries, which scored 0.8 and 14 respectively.

Companies were rated by ‘trust scores’ and ‘payments score’, which identified the gap between the two as the ‘trust discrepancy score’.

This score signals the gap between how customers rate a business overall and how they specifically rate its payment processes. A smaller score signals better alignment with customer expectations.

Healthcare and gym/fitness performed worst overall, with scores of 31.2 and 35 respectively.
Access PaySuite said the findings indicate opportunities for charities to enhance their payment processes and strengthen customer loyalty.

It said that while the sector is performing better than some of its peers, such as healthcare and gym/fitness, ‘outdated systems and limited payment options may be hindering its ability to fully meet customer needs’.

"In 2025, the sectors leading in payment experiences will be those that prioritise seamless, secure, and customer-centric solutions,” the company’s transformation director, Dave Carr said.

“Our Payment Experience Index demonstrates that businesses embracing innovation in payment technologies are not only meeting customer expectations but redefining them. This is about more than just enabling transactions - it’s about creating a smooth, transparent, and reliable experience that builds trust and fosters loyalty,” he added.

“Industries that adapt to evolving consumer demands for flexibility, personalisation, and speed are positioning themselves as leaders in their fields. Conversely, those that fail to modernise their payment systems risk eroding customer satisfaction and falling behind competitors.”

View the full research here.