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
cmo-xs-promo

Latest Videos

More Videos

Undoubtedly, Robotic Process Automation enables marketing teams to accomplish repetitive tasks with fewer resources at a great accuracy.

Raj

What marketers need to know about robotic process automation

Read more

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

Blog Posts

Attention marketers, it’s the small things that make a big difference

Marketers spend their careers searching for the formula that can improve the bottom line for their brands. Most new marketers also come into a role and feel like they need to put their own stamp on things.

Peter Pynta

CEO APAC, Neuro-Insight

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in