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

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

5 common mistakes to avoid in scalable customer experience

CX is about future-proofing your business by ensuring that your commercial model is always looped into your customers' needs, perceptions, values, beliefs, motivators, and detractors.

Tom Uhlhorn

Founder and strategy director, Tiny CX

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Greetings to you,We are one of the America, Europe, Asia and Africa Private leading Investment Company that offers soft loan.Do you need ...

Janet Williams

ACCC releases Consumer Data Right draft framework for comment

Read more

I have been suffering hardship from HERPES VIRUSsince 7 years now, and i happen to have 2 kids for myhusband, and now we cannot proceed t...

grace

Audi Australia gets a new CMO

Read more

What is your opinion about chatbots serving your customers? My belief is bots are going to be the future of customer service and fulfilme...

Giridhar Prathap Reddy

NAB taps power of AI chatbots for business customer service

Read more

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Giridhar Prathap Reddy

Deloitte TMT Predictions: AR and mobile crucial for marketing success in 2018

Read more

Hi there! Thanks for this interesting article! I love to read about new technology and software that makes our lives easier. I'm looking ...

Julia Summer

Wartsila overhauls Web platforms to create ‘seamless’ brand experience across all devices

Read more

Latest Podcast

More podcasts

Sign in