Report reveals which brand experiences annoy Aussie customers most

New research from SAP Hybris reveals the type of customer experiences upset Australians and what they really want

New research shows heavy handed marketing tactics and irresponsible data are among the top ways to annoy Aussie customers, so what do they really want?

Out of the 1000 Australians surveyed in the SAP Hybris Consumer Insight Survey 2017, 78 per cent said they would would never use a brand again if they misused personal data, while two-thirds (68 per cent) said they would go elsewhere after receiving unnecessary spam.

The top three brand behaviours annoying consumers are too many direct marketing and sales calls (60 per cent), too many marketing and sales emails (56 per cent) and pushing irrelevant content (49 per cent), the report found.

Meanwhile, customers expect brands to respond to queries fast and have little tolerance for slow turnarounds. The report found 91 per cent of Australians expect brands to respond to queries within 24 hours and 72 per cent of the consumers said they would go elsewhere if the brand was unresponsive.

 With international brands already renowned for speedy service, and market heavyweight Amazon arriving in Australia soon, SAP Hybris Australia and New Zealand head of business, Stuart O’Neill, said local brands must get on the front foot to stay competitive.

Complacency is the biggest threat to Australian brands,” he said. “They must respond quickly when customers reach out to them, and do so in a consistent manner whether it’s in store, over the phone, online or via social media, A customer’s time is precious and our research shows they have a low tolerance for brands that waste it.

“This means all contact with a brand should be considered equal. Consumers see no distinction between their experiences in a dressing room, engaging with a chatbot or loading up an online cart. If any of these interactions provide a poor experience, consumers will seek a better one elsewhere.”

On the upside, over half of consumers surveyed said they like surprise discounts and freebies create the best customer experience. Appropriate responses based on previous interactions and relevant value-added services, such as free workshops, also ranked highly as positive brand experiences.

“Beyond simply capturing customer data, brands need to analyse, contextualise and act on insights in real time if they’re to truly impress today’s consumers,” O’Neill added. “Brands that fail to adapt are in danger of quickly becoming irrelevant.”

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
Error: Please check your email address.
Show Comments

Blog Posts

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

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

are you talking about bbc news here

frank

CMO interview: How BBC Worldwide's marketing lead builds brand purpose and growth

Read more

Toms is definitely my favourite shoe brand! Along with Aurélien. For this summer I bought two pairs of navy Toms espadrilles and a pair o...

Paul Erickson

​The shoe with a good soul: TOMS’ innovations for philanthropic engagement

Read more

I think this is the best article today about the salesforce latest platform. Thanks for taking your own time to discuss this topic, I fee...

Ramramky

Salesforce looks to democratise AI, IoT with latest platform play

Read more

I came across this recently when researching blockchain loyalty point projects. There are quite a few projects. Most are in development a...

Andrew @ EcomLoop

How cryptocurrency is set to change the customer loyalty program model

Read more

nive!

Maureen Becks

How AI helped San Churros build brand loyalty and excitement

Read more

Latest Podcast

More podcasts

Sign in