​Report reveals gap between digital experience and consumer brand expectations

Recent SAP research finds Australian brands have improved their digital performance but work is still needed to deliver digital experiences that truly delight customers

Many brands are still delivering lacklustre digital experiences that are resulting in poor customer satisfaction, a loss of loyalty and advocacy, a new report claims.

SAP’s 2016 Australian Digital Experience Report revealed 40 per cent of Aussie consumers are unsatisfied with their digital experiences. The research was based on a survey 3500 Australians rating almost 9000 digital interactions against 14 digital experience attributes.

While digital transformation is top of mind for Australian businesses, there is still a sizeable difference between digital experiences that delight consumers and what Australian brands deliver. One thing that came up was the importance of having more personalised, customised and predictive services, SAP’s vice-president of marketing for ANZ, Jennifer Arnold told CMO.

“The expectation has become more than just give me ease of access, it’s now – well you need to start knowing me better and customising the experience better,” she said.

According to the report, most brands have improved their digital experience scores this year. However, only three from an index of 40 companies managed a positive score, and no single industry was able to cut into positive territory.

“There is a huge focus on brands needing to build a good customer experience,” Arnold said. “The digital customer experience should be the top priority for brands. So I think the more brands focus on this area, the more investment they can put into it.”

The report also revealed consumers are nearly five times more likely to remain loyal to a brand than those who are unsatisfied. Arnold saw this as presenting a massive opportunity for brands to embrace.

“The research has found year-on-year that the digital experience is really effecting business outcomes more than ever before, and there are far greater customer expectations now, so it has a greater impact on customer’s willingness to make a recommendation for a brand,” she said.

“It also has a greater impact on loyalty, so it is becoming absolutely core to interactions companies have with their customers. And that relationship is moving into many more digital environments.”

Arnold said having a great digital experience is not just about what your website looks like, or having a great mobile platform.

“It’s about the customer experience you’re giving all the way through the customer journey,” she said. “It isn’t just the sole remit of the marketing organisation, it’s marketing working in combination with people who provide great service and support.”

Another finding in SAP’s report was a clear correlation between consumers’ willingness to provide private information when they are delighted with the digital experience.

“Brands need to consider how to use customer data in a way that is respectful and useful,” Arnold continued. “The more a brand can give value back for the information that a customer provides, and give them more delightful experiences off the back of that, the more the customer is prepared to give them. So it all comes back to respectfulness.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

brunson5862@mail.ru

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in