Australian businesses fail in delivering great user experiences online: Report

New report from Econsultancy and Macquarie Telecom finds commitment but a lack of skills, technology platforms and senior management support hinder the improvement of digital customer experiences

A lack of technology, skills and senior management support are hindering advancements to the online customer experience across Australian organisations, according to new research.

The Australia User Experience report, which was produced by Econsultancy in partnership with Macquarie Telecom, found 52 per cent of respondents rate user experience as ‘very important’ to their company, while 96 per cent agree user experience must lead all marketing and ecommerce activity.

Yet nearly half the companies surveyed rated the user experience on their or their clients’ digital properties as ‘okay’, while 16 per cent claimed it was either ‘poor’ or ‘very poor’. Just 37 per cent rated their performance as ‘good’ or ‘excellent’. Forty-seven per cent also believed the digital channels experience they provided was ‘not very consistent’.

The Econsultancy research was undertaken in May and June and is based on responses from senior marketing and technology staff from more than 200 Australian digital and ecommerce companies. These covered both client-side and agency businesses.

The report suggested a lack of senior management backing could be a reason for why online experiences are not improving fast enough, with 43 per cent of those surveyed dissatisfied with management’s understanding of its importance.

Skills development also appeared as an issue. Two-third of respondents believed the user experience skill set within their company was either ‘average’ or ‘poor’, and nearly half of all client-side companies surveyed employ no dedicated professionals for user experience online. A general lack of understanding around user experience as a discipline was also prevalent through the survey results.

Technology platforms, however, present the biggest challenge for many organisations, with half of client-side respondents claiming technology platform issues were a barrier to investment into good user experiences online.

Who should own user experience technology platforms also divided respondents, and hinted at the close collaboration that marketing and IT must continue to improve in order to win the digital customer battle.

While 87 per cent agreed user experience technologies should not be owned predominantly by IT departments, 41 per cent saw it as the responsibility of the CMO, and 44 per cent said it should be a mix of senior managers.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

The evolving role of the CMO

They say that “change is the only constant”. It’s fair to say that in the 20 years I’ve been in marketing positions, the role of the CMO has changed completely.

Tim Tez

Chief product and marketing officer, MetLife

Transform your marketing analytics to outperform your competition

As digital and offline brand experiences diversify, more customer data is becoming available to marketers. At the same time, the number of tools available to analyse this data is increasing rapidly. Leading marketers are taking advantages of these shifts and transforming their marketing analytics practices to outperform their competitors.

What CMOs get wrong with content marketing

Content marketing: It’s everywhere you look, and it’s a proven component of an effective marketing strategy. And yet more than half of all marketing professionals struggle with a lack of internal content creation resources.

Aaron Agius

Co-founder and managing director, Louder Online

It's the biggest disappointment for me because i mostly use whatsapp and separate it from my facebook account. I use high level encryptio...

amiron carro

Facebook will use Whatsapp users' personal data to target ads

Read more

I have consistently the worst customer experiences from AUSPOST. I regularly send packages and letters via registered post service, and t...

Winnifred Antoinette Mok

Aus Post's customer chief: CX is about convenience, control and choice

Read more

Such a great new you've shared with us I really agree with the records you shared as this is true that this report may able to quantify t...

Lucy Eva

Report: Mobile app time dominates Australian smartphone usage

Read more

It is heartening to see that the South Pole Group use a Balanced Scorecard to monitor progress. In such a complex area where communicatio...

Clive Keyte

How South Pole Group is tapping media intelligence for customer conversion

Read more

Having had the pleasure of working with Kim, she has one of the strongest strategic minds I have ever come across. She has the ability to...

Anonymous

Helloworld scraps CMO role

Read more

Latest Podcast

More podcasts

Sign in