“Hey, Australia, You’re Crap At Doing Digital”: Study

“Hey, Australia, You’re Crap At Doing Digital”: Study
SHARE
THIS



Which-50.com editor and B&T’s resident ‘tech-head’, Andrew Birmingham, takes a look at a recent study that says a lot of Aussie firms cop an ‘F’ when it comes to brands and the digital experience they offer customers…

Australian businesses are getting better at digital, but don’t get too excited, the threshold test is still very,  very low.

When martech firm SAP released its first Australian Digital Experience Report 18 months ago, its researchers found a smoking ruin. With its latest edition, the company suggests the outlook is a little better — but there’s a caveat. “Australia’s digital performance is getting better. The bad news: There’s still a significant gap.”

SAP is being generous. Only one brand in 34 managed a positive digital-experience score 17 months ago. In this report, it is only three out of 40. That’s a long, lazy ride on the fail-whale if ever there was one.

Among the key findings:

  • Australian brands have narrowed the digital experience gap, but the gap remains. It’s clear that digital transformation is top of mind for Australian businesses as they grapple with implementing better technology and processes to boost their front‑end customer experiences. Although the gap has narrowed, there is still a sizeable difference between digital experiences that delight consumers and what Australian brands deliver.
  • The link between digital experience scores and net promoter scores strengthens; consumers delighted with a digital experience are nearly five times more likely than those who are unsatisfied to remain loyal to a brand. That’s up from a multiple of just over four in 2015. On average, customers delighted with the digital experience delivered a Net Promoter Score® of 68 per cent (63 per cent last year) compared to a score of -59 per cent (-55 per cent last year) from those who were unsatisfied with the digital experience.
  • Better digital experiences scores encourage consumers to share more data. New to this year’s study is the analysis of consumers’ willingness to provide different types of private data in return for a more personalised digital experience. The more delighted consumers were with a brand’s digital experience the more willing they were to disclose personal information.
  • Only three brands out of forty managed a positive digital experience, but hey — that’s a 300 per cent improvement on last time. While 2016 has seen an improvement in the digital‑experience score from most brands, only three from an index of 40 companies managed a positive score, and no single industry was able to cut into positive territory.

The study examined the responses of  35,000 Australians who rated almost 9000 digital interactions against 14 digital experience attributes and found the proportion of consumers unsatisfied with their digital experiences dropped from 47 per cent in 2015 to 40 per cent in 2016, while those whose said they were delighted consumers increased from 22 per cent to 26 per cent over the same period.

According to  John Ruthven, president and managing director, SAP Australia and New Zealand, “The good news is things are getting better for Australian consumers, and more brands are delivering the digital experience basics. Yet the year-on-year comparisons show there is still much to do to deliver the digital experiences that truly delight consumers.

“Digital transformation means different things to different people, but the motivation behind it is always the same: the customer. Every time customers gain more power, organisations need more power to keep up with their demands. Brands that perform best are those who unite their people and processes on a single system to deliver on their customers’ relentlessly increasing demands.”

The authors argue that in today’s one-click economy, consumers demand more every day — better convenience, greater control and instant satisfaction. “If a brand can’t deliver it, the consumer will find another that can. Every time consumers gain more power, organisations need more power to keep up with these demands.”

They conclude, “The digital experience is a lot more than a web site or an app. Underlying the elusive delightful digital experience is a much more sophisticated system. As the findings indicate, organisations that perform best are those who unite their people and processes on a single system to deliver on their customers’ relentlessly increasing demands.”

Please login with linkedin to comment

einsights

Latest News

Bank Of Queensland Drops OMD, Hands Media To Initiative & Performics
  • Media

Bank Of Queensland Drops OMD, Hands Media To Initiative & Performics

Bank of Queensland Group has announced that following an extensive review of their existing media agency roster, the Group will split media across two agencies, being Performics and Initiative. As part of the acquisition of ME Bank by the BOQ Group in 2021, the marketing teams from across the Group were consolidated into one central […]

Why A Federal Election Is A Treasure Trove Of Data For Strategists & Marketers
  • Opinion

Why A Federal Election Is A Treasure Trove Of Data For Strategists & Marketers

Luisa Dalli (lead image) is a senior strategist at Havas Media Group. In this guest post, Dalli says Australia didn’t merely  elect the Albanese government but it also shone a bright light on where we are and what we want as a nation… It’s been two months since Australia’s federal election, yet the underling feeling […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Advertising
  • Opinion

Why Trust, Not Crypto, Is Today’s Most Valuable Online Currency

In uncertain times, trusted sources become even more significant in the world of media. Elise Bennett (pictured), head of account management (APAC) at Outbrain, reveals what advertisers need to know about the new trust exchange. Instability breeds uncertainty. From bushfires to the pandemic and war, there’s been plenty of both to go around in recent […]

Nine’s Radio Stations Bag Best Ever Survey 4 Results
  • Media

Nine’s Radio Stations Bag Best Ever Survey 4 Results

GfK Survey 4 of 2022 reveals that Nine’s talk stations achieved a cumulative audience of 1.873 million – up 9.1 per cent on Survey 4 of 2021. It’s the highest ever Survey 4 audience for the network, and comes off the back of record audiences in Surveys 1, 2 and 3. Sydney’s 2GB is a […]

Optimising Commits To Environmental Support As Part Of 1% For The Planet Movement
  • Marketing

Optimising Commits To Environmental Support As Part Of 1% For The Planet Movement

Independent SEO agency Optimising has further reinforced its commitment to the environment by being part of 1% for the Planet, on the back of it gaining B Corp Certification last year. Optimising continues to walk the walk around environment sustainability by being part of the global movement, which inspires businesses and individuals to support environmental […]

Get Your Entries In For Best Of The Best Now!
  • Advertising
  • Marketing
  • Media
  • Technology

Get Your Entries In For Best Of The Best Now!

A tidy desk and punctuality aren't enough to win a Best of the Best Award. Not, that we do stress, they'd hurt either.

by B&T Magazine

B&T Magazine
Comms Staff Encouraged To Take Survey Into Cultural Diversity, Inclusion & Representation
  • Media

Comms Staff Encouraged To Take Survey Into Cultural Diversity, Inclusion & Representation

Media and communications staff at all levels are invited to take part in a national online survey examining perceptions and practices around cultural diversity, inclusion, and representation in the industry. The FAIR survey, now in its second year, provides a snapshot of cultural diversity in the communications industry, as well as how practitioners incorporate diverse […]

PubMatic Partners With AlikeAudience To Offer Media Buyers Exclusive Sell-side Access To Transactional Data
  • Media

PubMatic Partners With AlikeAudience To Offer Media Buyers Exclusive Sell-side Access To Transactional Data

PubMatic has announced a partnership with AlikeAudience in Australia, Japan, and Indonesia, enabling advertisers to access quality audience data on the supply side. Activating data on the supply side cuts down complexity and delivers more efficiency and value for both media buyers and data owners, through higher match rates and better CPMs. The partnership expands […]

BARCELONA, SPAIN - NOVEMBER 27: Barcelona supporters during the UEFA Champions League group F match between FC Barcelona and Borussia Dortmund at Camp Nou on November 27, 2019 in Barcelona, Spain. (Photo by Eric Alonso/MB Media/Getty Images)
  • Media

Optus Sport Becomes Official Aussie Broadcaster Of Spanish LaLiga

Live streaming service Optus Sport will be showing all major games of the Spanish La Liga Santander and the LaLiga SmartBank, giving football fans an extra reason to become subscribers. The Spanish Football League is considered one of the greatest in the world, containing the likes of European champions Real Madrid, Catalan giants FC Barcelona, […]

TVNZ+ Launches With A Warning About The Perils Of Free Streaming Via Dentsu Creative
  • Campaigns

TVNZ+ Launches With A Warning About The Perils Of Free Streaming Via Dentsu Creative

In the recently launched campaign for TVNZ+, Dentsu Creative, and Sweetshop’s Damien Shatford, have delivered an entertaining look at the new streaming brand, TVNZ+. TVNZ launched the reimagined streaming brand last week to better reflect its digital offering, repositioning the platform as a streaming destination rather than an OnDemand catch-up service.

Nikki Van Dijk And Surfing Australia Team Up With Ruffie Rustic Foods To Promote Plant-Based Meals
  • Campaigns

Nikki Van Dijk And Surfing Australia Team Up With Ruffie Rustic Foods To Promote Plant-Based Meals

Ruffie Rustic Foods have teamed up with Nikki Van Dijk and Surfing Australia to encourage groms to be kind to their bodies and minds through providing nutritious, plant-based meal options. Ruffie Rustic Foods are on a mission to prove that plant-based eating can be easy and convenient, without compromising on flavour. Whether you’re vegetarian, flexitarian, […]

Nestlé Australia Launches First Nations Creative Program Tuck In!
  • Campaigns

Nestlé Australia Launches First Nations Creative Program Tuck In!

Nestlé Australia today launched Tuck In!, a program supporting emerging First Nations creatives to establish career pathways in commercial content creation. Tuck In! invited First Nations chefs and aspiring content creators to develop recipe and video content celebrating the combination of bush foods and Nestlé products. Nestlé Oceania marketing & communications director Anneliese Douglass said […]

British Army’s YouTube And Twitter Accounts Get Hacked By Crypto Scammers
  • Technology

British Army’s YouTube And Twitter Accounts Get Hacked By Crypto Scammers

The UK Ministry of Defence confirmed that the British Army’s Twitter and YouTube accounts had been compromised by hackers who used them to promote their non-fungible token (NFT) products. The two accounts have since returned to normal, as the Ministry said via their own Twitter page. “The breach of the army’s Twitter and YouTube accounts […]