Get a demo Do I subscribe? News sign-up
Print

Asian digital fails to delight

News, 28 July 2016

SINGAPORE: Asian consumers are significantly less likely to remain loyal or share their personal data with brands that deliver a poor digital experience, according to a survey of 19,000 people in the region.

What's more, the Asia Pacific Japan Digital Experience Report from software company SAP found a direct correlation between digital experience and business outcomes.

SAP asked consumers in the region to assess 700 large brands against 14 attributes, including security, engagement and responsiveness, and revealed that 65% are not delighted with their digital experiences.

This matters because consumers who are delighted with their digital experiences are more than five-and-a-half times more likely to remain loyal to a brand than those who are unsatisfied. Indeed, only 13% of unsatisfied consumers would remain loyal to a brand that let them down, the report said.

The report also revealed that there is a strong link between digital experience performance and the willingness of consumers to provide brands with their personal data.

According to SAP, 55% of delighted consumers would disclose their buying preferences versus just 12% of unsatisfied customers.

Similarly, 53% of delighted consumers would disclose their level of education, compared with 12% of unsatisfied customers, while 11% of delighted consumers would be content to reveal their occupation versus 11% of the unsatisfied.

Of particular note for marketers, when it comes to social media, 49% of delighted consumers would tell brands about their usage compared with only 8% of unsatisfied consumers.

"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," said Adaire Fox-Martin, President of SAP Asia Pacific and Japan.

"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," she added.

Finally, the survey also showed that safety and security is, by some margin, the digital attribute that consumers in the region value the most.

According to the survey methodology, 63% rated this attribute as 9 or 10 on a scale from zero to 10, with the next most important attributes being services that are "available anytime on my terms" (41%), "providing relevant offers without infringing on my privacy" (38%), and "cohesive, integrated and simple" (38%).

Data sourced from SAP; additional content by Warc staff