​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 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

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...

Ekaterina Khramkova

Forget customer experience, human experience is marketing's next frontier

Read more

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Hi Harry, thank you for pointing this out I can confidently say both these bottles are in transition away from PET as we continue to impr...

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

I’m confused. He has a giant 2l hard plastic bottle in Coles and his pink bottle is also in plastic??

Harry

Sustainability of message: H2coco founder's commitment to consumers

Read more

Great message from an Aussie company about sustainable business practices, particularly packaging. Wish more businesses would think more ...

Krisy

Sustainability of message: H2coco founder's commitment to consumers

Read more

Latest Podcast

More podcasts

Sign in