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

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

It's a pretty interesting article to read. I will learn more about this company later.

Dan Bullock

40 staff and 1000 contracts affected as foodora closes its Australian operations

Read more

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

Latest Podcast

More podcasts

Sign in