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

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

Latest Videos

More Videos

looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Blog Posts

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Sign in