There is “significant room” for brands to improve the consumer experience across Southeast Asia, particularly in the area of addressing needs, in the form of both current support and future expectations.

The latest Adobe Experience Index for the region (available to WARC subscribers here), shows that consumers rank experiences at an average of 50% of the potential score.

There were two “experiences tenets” where the scores were above the half-way mark but even then ‘Know me and respect me’ and ‘Delight me at every turn’ scored only 57% and 54% respectively.

Consumers are more critical when things are broken or don’t meet their expectations, the study reported: ‘Speak with one voice’ and ‘Make technology transparent’ scored lowest.

At the same time as consumers worried about tech, they were also comfortable with everyday interactions being automated – between 60% and 70% of consumers, depending on age, could be delighted by a well-done, totally automated interaction – and felt that future innovations in this field will improve their lives.

They are most impressed by the potential of experiences that save them time, whether that’s in their interactions with government bodies or smart stores with no check-out lines.

The region’s consumers are also keen on hassle-free experiences, such as being able to order food in a stadium using their phone and have it delivered to their seat, or a hotel app that not only lets them check in but also acts as their mobile key.

At the other end of the scale, the most negative experiences involve unexpected costs: hidden monthly fees that aren’t disclosed until after purchase, for example, or a non-cancellation policy for a travel purchase that’s not obvious when buying online.

Across the four categories the study considered – retail, travel & hospitality, media & entertainment, financial services – consumers consistently rated customer service and anticipation of information needed lower than other areas, such as accessing content or ease of check-out.

Sourced from WARC