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 newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in