• Poll finds people happier with digital media experience
• Netflix voted best digital experience among all brands
SAP Australia this week launched its 2017 Australian Digital Experience Report, revealing that Australian businesses have significantly improved the digital experience they provide, closing the gap to what consumers expect. However, while performance has improved, consumers are still more likely to be unsatisfied with digital experiences than delighted by them.
The report, based on results from more than 4,000 Australians who rated more than 11,000 interactions against 14 attributes, found overall digital experience has improved from last year. For the first time since the survey was conducted in 2015, five industries posted positive results. Retail grocery brands led the way, improving their combined digital experience score from -4 to 10 over the past 12 months. Banking (7), media and entertainment (6) and retail consumer (4) also returned positive digital experience scores.
Air travel achieved an overall score of 1, which means it has an almost even split of delighted and unsatisfied customers. Insurance (-5), telecommunications (-11) and utilities (-15) all have more unsatisfied customers when it comes to digital experience.
For the second year running, Netflix was singled out by Australians as having the best digital experience among all brands. Other leaders include online retailer Kogan, Vodafone and Suncorp Bank.
“The digital performance of brands in Australia has significantly improved since we first launched the study in 2015. When we look at industry-specific scores, retailers are clearly equipping themselves with innovative digital capabilities to prepare themselves for future disruption, such as the impending local launch of Amazon. Banks also face intense competition and are looking to improve customer experience, increasing engagement and responsiveness as a result.” said Colin Brookes, president and managing director, SAP Australia and New Zealand.
About the Survey
To better understand the digital experiences being delivered by Australia’s leading brands, and how these compare to consumer expectations, SAP commissioned AMR to poll more than 4,000 Australian consumers. This year’s survey covered eight industries: retail consumer, retail grocery, telecommunications/internet service providers, insurance, banking, utilities, media and entertainment and air travel.
Performance was based on consumers scoring each attribute on a scale of 0 (not important) to 10 (most important), with the most important attributes defined by a score of 9 or 10.