SAP Australia recently launched its 2016 Australian Digital Experience Report, revealing that while the country’s largest brands have improved their digital performance since 2015’s inaugural study, a sizeable gap remains between the experiences brands deliver and what consumers expect.
The study showed the business impact of the digital experience has intensified in 2016, with delighted consumers nearly five times more likely to remain loyal to a brand than those who are unsatisfied – up from a multiple of just over four last year.
Consumers that are delighted with the digital experience are also more willing to provide private data to brands, such as buying preferences, health records, and web browsing history.
This SAP Australia report is yet another warning call for Aussie businesses to not get left behind by the digital wave, coming after Global software giant Progress whose recent global research found that a majority of Australian business leaders believe they have two years to digitally transform before suffering financial or competitive consequences.
What exactly does the report show?
Capturing results from 3,500 Australians who rated almost 9,000 digital interactions against 14 digital experience attributes, SAP reports that the proportion of consumers unsatisfied with their digital experience dropped from 47 per cent in 2015 to 40 per cent in 2016.
Delighted consumers increased from 22 per cent to 26 per cent in the same time period with only three brands from an index of 40 managed a positive digital experience score, while no industry cut into positive territory.
Safe and secure was by far the most important digital experience attribute to consumers (68 per cent), followed by services that are cohesive, integrated, and simply (38 per cent), and available anytime on my terms (36 per cent)
Top performing brands included Coles in the grocery retail sector and Target in consumer-goods retail. iiNet topped the list of telecommunications and ISP providers, while Synergy performed best among utilities.
St George Bank scored highest in the banking sector, and Suncorp Insurance repeated as the top performing brand in the insurance industry. Netflix scored highest in the media and entertainment sector.
How did the individual industries perform?
Media and entertainment placed as the top performing industry, yet still had more unsatisfied consumers than delighted ones.
Last year’s top performing industry, retail groceries, placed second and made gains of four percentage points on its digital experience score from 2015.
However, in the media and entertainment sector, overseas providers clearly outperformed local brands.
They dominated the overwhelmingly positive scores, indicating a greater ability to deliver digital experiences that met both the functional and emotional expectations of their customers.
In a repeat of the 2015 rankings, the two industries with the lowest digital experience scores this year were telecommunications and utilities.
However, utilities saw the largest improvement of any industry, increasing its score by 11 per cent.