Digital experience key to business performance

Many brands are still delivering lacklustre digital experiences that are resulting in poor customer satisfaction and a loss of loyalty, a new report claims.

SAP’s 2016 Australian Digital Experience Report revealed 40 per cent of Aussie consumers are unsatisfied with their digital experiences. The research was based on a survey 3500 Australians rating almost 9000 digital interactions against 14 digital experience attributes.

While Australia’s biggest brands are working to improve their digital performance, a “sizeable gap” remains between the experiences brands deliver and what consumers expect, according to the report. What’s more, researchers added much more work is needed to deliver digital experiences that engage customers.

The business impact of the digital experience has intensified, with consumers nearly five-times more likely to remain loyal to a brand than those who are unsatisfied, according to the research. Consumers happy with their digital experience are also more willing to provide private data to brands, such as buying preferences, health records and web browsing history.

Western Australian energy provider Synergy was identified among the Australian businesses leading the way in the digital experience. Synergy CEO Jason Waters said the recognition is testament to the company’s focus on the digital space throughout the past 12 months.

“It underpins our drive to reduce retail operating costs while delivering improved customer experiences that enhance our brand and reputation,” he said.

“Energy retailers have moved beyond delivering routine customer service transactions online and are now looking to build digital capabilities to drive deep engagement with customers via their public websites and apps that offer much more sophisticated opportunities outside of simply paying an account.”

Mr Waters said Synergy’s digital experience had delivered great results in some key areas such as being safe, secure and available anytime on the customer’s terms.

“I see this area as being a significant competitive edge for any energy company that gets the digital experience right and we are determined to be a leader in the way our customers can engage with Synergy in the digital space,” he said.