When it comes to customer experience, new research shows that Australian consumers are turned off by heavy-handed targeting tactics, while responsible use of data, efficient service and the occasional freebie keep brands in customers’ good graces.
The SAP Hybris Consumer Insights survey shows brands are under pressure to answer customer queries quickly, with 45 per cent of Australians expecting a response within three hours, and 92 per cent within 24 hours. Failing to meet these expectations can have significant consequences, with 72 per cent saying they won’t use a brand again if customer service is unresponsive.
SAP Hybris Australia and New Zealand head of business Stuart O’Neill says local brands must get on the front foot to stay competitive, particularly with the impending arrival of retail behemoth Amazon in Australia.
“Complacency is the biggest threat to Australian brands. They must respond quickly when customers reach out to them, and do so in a consistent manner whether it’s in store, over the phone, online or via social media,” O’Neill says.
“A customer’s time is precious and our research shows they have a low tolerance for brands that waste it. This means all contact with a brand should be considered equal. Consumers see no distinction between their experiences in a dressing room, engaging with a chatbot or loading up an online cart. If any of these interactions provide a poor experience, consumers will seek a better one elsewhere.”
Brand behaviours that most bother consumers were too many direct marketing and sales calls (60 per cent), too many marketing and sales emails (56 per cent) and pushing irrelevant content (49 per cent), while 78 per cent would not use a brand again if their personal data was used without their knowledge.
On the positive side, if data is used to improve their level of service and personalised experiences, consumers are generally pleased – with surprise discounts and freebies a hit with 61 per cent of Australians, and more than half valuing appropriate responses that how an understanding of their personal history. Relevant content (47 per cent) is also valued by consumers.
“Beyond simply capturing customer data, brands need to analyse, contextualise and act on insights in real time if they’re to truly impress today’s consumers,” O’Neill says. “Brands that fail to adapt are in danger of quickly becoming irrelevant.”
