SAP has found 3 key digital experiences that Australia’s largest brands are failing to deliver

Photo: Getty Images

Australian businesses across a range of industries are missing the mark when it comes to online consumer preferences, according to a new national digital experience report.

The report, conducted by SAP Australia, assessed 3000 consumers’ direct ratings of 34 major brands across six industries — banking, insurance, retail (consumer), retail (grocery), utilities, and telecommunications.

The three key digital attributes that Aussie businesses are lacking are:

  1. Respectful and dedicated to consumer needs
  2. Responsive and interactive
  3. Providing relevant offers without infringing on customer privacy

Across the nearly 7,000 digital interactions that were assessed, the brands achieved an average digital experience score of -25%.

Just 22% of respondents were delighted with the digital experience brands offered, while 47% said they were unsatisfied.

The report also identified the 13 most important attributes for digital consumers, as can be seen in the graphic below.

Australian Digital Experience Report 2015. Image: SAP Australia

The report filters these down to three general preference areas:

  • Simplify my life — Service that’s simple just works, and consumers expect this from the brands they interact with. A digital experience should be cohesive, integrated and easy. It has to fit in with the consumer’s life effortlessly, and be available anytime, anywhere.
  • Be who I am — Consumers want experiences that are dedicated to them as individuals, that appeal to or predict their preferences, without infringing on their privacy.
  • Engage me — An engaging digital experience is one that listens to consumers and allows them to interact with and control the experience when needed. It should be interactive and responsive, triggering an emotional response from the customer.

You can download the full report here.

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