New research shows Australian consumers are tired of heavy-handed targeting tactics. Responsible use of data, efficient service and the occasional freebie are the best ways for brands to keep customers happy.
The SAP Hybris Consumer Insight survey shows brands are under increasing pressure to answer customer queries quickly, with almost half of Australians (45 per cent) expecting a response within three hours. The vast majority (92 per cent) expect their question to be answered within 24 hours.
Failing to meet these expectations has severe consequences, with 72 per cent saying they won’t use a brand again if customer service is unresponsive.
The key findings of the report included:
• 61 per cent of respondents said surprise discounts and freebies create the best customer experience. Appropriate responses based on previous interactions (51 per cent) and relevant value-added services, such as free workshops, also ranked highly (47 per cent)
• 78 per cent of Australians would never use a brand again if they misused personal data, while two-thirds (68 per cent) go elsewhere after receiving unnecessary spam
• The top three brand behaviours bothering 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)
• 91 per cent of Australians expect brands to respond to queries within 24 hours, with almost half expecting a response in three hours.
• 72% of consumers will go elsewhere when a brand is unresponsive
Commenting on the survey SAP Hybris Australia and New Zealand head of business, Stuart O’Neill, said:
“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,” he said. “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.
“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 consumer Brands that fail to adapt are in danger of quickly becoming irrelevant,” he said.