Customer loyalty is at risk for organisations unable to provide seamless experiences across all channels and timely access to information, according to a new report.
MuleSoft’s Consumer Connectivity Insights 2018 found that 84 per cent of Australian consumers believe that organisations in at least one of the four sectors surveyed (banking, insurance, retail, government) provide a disconnected experience.
Government services was seen as the worst performer, with 72 per cent of consumers saying they received a disconnected experience. While retailers were the best performers, 59 per cent of Aussie consumers said they received disconnected experiences.
In private industries, a majority of Australian consumers said disconnected experience would make them consider changing to another service provider or vendor, with insurance and retailers at 67 per cent, and banks at 61 per cent.
In Australia, the report found that the most personalised experiences are seen in the finance (70 per cent) and insurance (61 per cent) sectors. Meanwhile, government services – at all levels – are the least likely to feel personalised, with only 41 per cent of consumers saying government interactions feel personalised.
Chatbot hype falls short in meeting customer expectations
Mulesoft’s report revealed that while many organisations are adopting chatbots, improvements need to be made to ensure this new technology is effectively responding to customer needs.
It found that 43 per cent of Aussie consumers have engaged with a chatbot when contacting an organisation over the last 12 months, but only 35 per cent of those who had used chatbots said their query had been completely resolved or answered.
Furthermore, 27 per cent were asked to call a customer service representative directly, with 22 per cent said the chatbot was unable to resolve or answer the query because it didn’t have access to the necessary information or systems, and 14 per cent said they were directed to a web form.
The majority of Australian consumers believe there will be benefits from chatbots becoming more intelligent, resulting in a better level of customer service in the future. Only 22 per cent of Australian consumers said there would be no benefit).
Half of those Australian consumers surveyed cited 24/7 customer service and not having to wait on the phone as the biggest benefit of chatbots.
In addition to chatbots, Australian consumers expressed some interest in securely interacting with organisations via popular messaging services such as WhatsApp, Viber or iMessage.
However, consumers were overall divided on the utility of these services, with retail being the only industry where more than half (52 per cent) of consumers expressed interest in using these kinds of communication channels.
In banking, insurance and government, less than half of consumers wanted to be able to use these channels to interact with providers.
Aussies resilient despite difficulties
Australian survey respondents were fairly loyal to service providers across industries despite less-than-optimal connected experiences.
The majority of Australian consumers (between 60 per cent and 71 per cent) said they would not give up on an activity or request, even if the organisation’s processes made completing it difficult.
Australian consumers are also relatively accepting of the time taken to perform various types of transactions, according to the report.
For example, a majority of Australian consumers believe opening a new bank account (88 per cent) or applying for a credit card (76 per cent) should be relatively instantaneous – taking under a day. However, most accepted they would have to wait longer for more complex transactions like applying for a mortgage.
Twenty-five per cent of Australian consumers said they would like to apply for a loan in under an hour, and 50 per cent want to be able to sign up to an insurance policy in the same timeframe.
With the Australian government currently undertaking the most significant review to our data laws ever, smrtr’s co-founder and CTO Boris Guennewig explains what might be next for Australia’s privacy laws. Australia’s privacy laws look set for a significant shakeup following the ACCC’s inquiry into digital platforms. As part of the government’s response to the Digital […]
Only 11 per cent of marketing managers are happy with their public relations agency, staggering findings from a new IBA International report show. IBA International, a leading B2B marketing communications consultancy, has announced the findings of a primary research report, which examines the confidence of B2B organisations in their marketing and communications agency structures. It […]
DoubleVerify has today announced the launch of the DV Publisher Suite, providing the measurement, insights and tools digital publishers need to improve ad delivery, assess inventory quality and maximize yield. For publishers, generating revenue has never been more complex. Today’s demand-side landscape consists of thousands of potential buyers, each with their own unique requirements, transacting […]
The Australian Open has confirmed a start date of February 8, 2021 with strict COVID-19 testing procedures in place. Following weeks of negotiations with the Victorian government, Tennis Australia exec Craig Tiley confirmed the Australian Open had been given the go-ahead. As reported in the Herald Sun, Roger Federer and Serena Williams will start arriving […]
Verizon Media has announced the launch of its new unified identity solution, Verizon Media ConnectID. Built on the foundation of Verizon Media’s consumer-first values and market-leading advertising technologies, the new unified ID solution is designed to support advertisers, publishers and consumers as the digital landscape evolves away from cookies as a way to manage and […]
Apple has laid out its plan to remove the Identifier for Advertisers (IDFA), marking a major change in mobile identity. In this piece, head of identity APAC at PubMatic, Harui Imaim, shares her thoughts on how advertisers can navigate these upcoming changes. This year has brought many changes, not least of which are shifts in […]
Val Morgan Outdoor (VMO) has secured an exclusive large format tender with next-generation, iconic screens at one of Sydney’s key retail, commuter and entertainment destinations, World Square. With market leading technology, VMO will deliver the ultimate immersive experience in the form of truly intelligent, curved internal LED screens and a hero screen spanning 8 metres […]
It was announced today that Yeesum Lo will join 10 ViacomCBS in the newly created role of Head of Development. Reporting directly to Head of Programming, Daniel Monaghan, Lo will be responsible for identifying and developing locally produced Australian content across all channels and platforms in conjunction with the wider Network 10 team. Lo joins […]
On Friday 27 November Bunnings launched their biggest ever Christmas activation, which was created and brought to life by strategic brand, commercial and experiential agency Bastion EBA. To bring a little magic to this Christmas, the activation involved lighting up one of their Melbourne warehouses, Bunnings Warehouse Maribyrnong. This resulted in a spectacular Christmas lighting […]
TikTok has always been about bringing people together to inspire each other and share moments of joy. It’s also a place to find your community, no matter your interests. This has never been more important than in 2020. From devastating bushfires, to a global pandemic that introduced us to social distancing and loss, to community […]
VMLY&R NZ announces Fleur Head is stepping into the role of Managing Director VMLY&R New Zealand following the resignation of current MD James Mok. Head was previously Managing Director of VMLY&R Wellington. Wellington-based Head, who has more than 25 years agency and management experience across both the Auckland and Wellington markets, will lead VMLY&R NZ […]
Wild Turkey and Creative Director Matthew McConaughey, in partnership with Eleven, unveil a new Wild Turkey With Thanks initiative. The integrated campaign is shining a light on Australian Local Legends who have stood with conviction supporting their environment and communities throughout the crises of 2020. Wild Turkey’s With Thanks is a global, annual platform, wherein […]
AIA Australia has announced that it is now the official life, health and wellbeing partner to the AFL’s St Kilda Football Club. According to the company, the new partnership will provide club members with learnings, tools, and strategies that they can use to lead healthier lifestyles. Members will at the same time receive access to […]
Small to medium sized businesses will now be able to advertise on TikTok through SaaS solutions provider AppsVillage (ASX:APV). APV will allow SMBs to create and manage campaigns on TikTok in under three minutes using its AI software and advertising management platform JARVIS. The partnership makes the most of TikTok’s self-service advertising offering which launched […]