A study of consumers’ experience with more than 700 large brands across the Asia-Pacific Japan region has showed that 65 per cent are not delighted with their digital experience.
SAP has reported the results of the Asia Pacific Japan Digital Experience Report, which captured the views of nearly 19,000 consumers on more than 46,500 digital interactions.
Consumers who were delighted with their digital experience were more than five-and-a-half times to remain loyal to a brand that those who were unsatisfied, with only 13 per cent of unsatisfied respondents planning to remain loyal.
At the regional level, there was a strong link between digital experience performance and the willingness of consumers to provide personal personal data. Among delighted consumers, 55 per cent would disclose their buying preferences (only 12 per cent of unsatisfied customers would); 53 per cent would disclose their education level (12 per cent of unsatisfied customers); 51 per cent would disclose their occupation (11 per cent of unsatisfied customers); and 49 per cent their social media usage (8 per cent of unsatisfied customers).
Delighted consumers in South East Asia were much more likely than those in Australia, New Zealand, Korea and Japan to share their personal information in order to gain a better digital experience.
When ranking the components of a delightful digital experience in order of importance, ‘safe and secure’ was by far the most important attribute (63 per cent), followed by ‘available anytime on my terms’ (41 per cent), ‘providing relevant offers without infringing on privacy’ (38 per cent), and ‘cohesive, integrated and simple’ (also 38 per cent). Brands that performed well also scored significantly higher in more emotional attributes such as ‘predicts my preferences’ and ‘excites and engages me’.
On the results, Adaire Fox-Martin, president, SAP Asia Pacific and Japan, said, “It is Asia’s moment for digital. The connection between the digital experience and business outcomes, particularly customer loyalty and advocacy, highlights the urgency at which brands in the region must drive the digital experience to thrive in the digital economy. Failure to do this will see brands left behind by new, non-traditional players prepared to seize the opportunity and deliver digital experiences that delight.”
To download the Asia Pacific and Japan Digital Experience Report 2016, visit APJ Digital Experience Report.
SAP has conducted similar studies in Australia and New Zealand, and you can find coverage of the Australian and New Zealand digital experience reports here.
