When it comes to customer experience in Australia, 54 per cent of consumers say brands are failing expectation for good customer experiences, according to a new study.
The report, Closing the CX Gap: Customer Experience Trends Report 2019 by Acquia shows two-thirds of those questioned could not recall when a brand exceeded expectations.
However, marketers in Australia feel like they aren’t doing such a poor job, with 89 per cent saying they are hitting the mark in delivering engaging customer experiences. Yet, 71 per cent of the same marketers polled felt disappointed by their own experiences as consumers.
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More than 5,000 consumers and 500 marketers across Australia, Europe and North America provided input for the report.
The report examines the customer experience gap in three ways: people, technology, and data.
Nicole Stirling, Director or Marketing Asia Pacific and Japan, Acquia said, “It’s time for marketers to recognise that things have changed and that consumers are well-positioned to make the most of their new power.
“Consumers have high expectations and they have the numbers and are generally determined to seek out the best brand experience possible. Unlike ten years ago, consumers have become extremely adept at using technology to research and transact. There’s no hesitancy about ordering from a company on the other side of the world. Leave them unsatisfied or betray their trust, and they’ll go elsewhere.”
The data shows consumers prefer a personalised brand experience, but they’re skeptical about whether brands have their best interest at heart and they’re concerned about the personal information brands hold about them.
Marketers overwhelmingly indicated they’re confident in their data privacy practices with respect to personal information, with 92 per cent saying they are doing a good job ensuring compliance with data regulations.
The report shows 72 per cent of Australian marketers feel like technology has made it harder, not easier, to offer customers personalised experiences.
Seventy-two per cent of marketers said complex technology makes personalising the customer experience difficult, yet 61 per cent of marketers surveyed globally plan to spend more on marketing technology in 2019.
Stirling said the research shows technology has become more of a barrier than enabler for a great customer experience.
“As the marketing landscape becomes more competitive and demanding, marketers need the very best insight, tools, and resources to compete. Yet, companies and data remain more siloed than ever. Marketers now need to take back control and out in place strategies that provide the right level of personalisation and data privacy to drive compelling customer relationships.”