Sunday, May 26, 2024

Digital experiences still not delivering delight

Australian brands have improved their digital performance in the past year, but a gap remains between the experiences brands deliver and what consumers expect.

SAP Australia last month launched its 2016 ‘Australian Digital Experience Report’, revealing that brands are delivering lacklustre experiences.

Capturing results from 3,500 Australians who rated almost 9,000 digital interactions against 14 digital-experience attributes, the report found 40 per cent of Australian consumers surveyed were unsatisfied with their digital experiences. This satisfaction level was down from 47 per cent in 2015, while the number of ‘delighted’ consumers increased from 22 per cent to 26 per cent over the same period.

SAP Australia and New Zealand President and Managing Director John Ruthven says things are getting better for Australian consumers, yet there is still much to do to deliver the digital experiences that truly delight consumers.

“Digital transformation means different things to different people, but the motivation behind it is always the same: the customer,” he said. “Every time customers gain more power, organisations need more power to keep up with their demands. Brands that perform best are those that unite their people and processes on a single system to deliver on their customers’ relentlessly increasing demands.”

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