SAP PH CONSUMER RESEARCH REPORT | 50% perceives negative digital experience

SAP PH CONSUMER RESEARCH REPORT | 50% perceives negative digital experience

SAP, a global enterprise software solutions provider, released on Tuesday, July 26, 2016, the results of its inaugural SAP Digital Experience Report, which revealed that “only half of consumers in the Philippines (54%) are delighted with the digital experiences offered by brands in the country.”

“Nearly 50% of consumers either unsatisfied or ambivalent toward the digital offerings delivered by some of the Philippines’s largest and well-known brands,” the SAP report said.

21% of respondents were unsatisfied with their digital experience, while 25% were categorized as ambivalent, giving an overall Digital Experience (DX) score of 33%, according to the report.

The SAP Digital Experience Report for Philippines surveyed more than 500 consumers and aggregated more than 1,200 interactions of digital engagements with local brands.

In the survey, the digital experience is defined as “how a brand digitally interacts with its customers during the discovery, purchase, delivery and support of a product or service.”

Consumers rated brands on their ability to deliver on 14 key attributes of the digital experience, ranging from functional aspects such as security and availability to more emotional aspects such as interactivity and engagement.

SAP said the survey uncovers a significant gap in performance among industries and individual brands although slightly more consumers in the Philippines are delighted with their online engagements with brands.

This gap has significant implications for business outcomes, particularly for metrics around customer loyalty and advocacy.

Consumers delighted with the digital experience were over eight times more likely to stay with a brand than those who were unsatisfied.

Those delighted with the digital experience delivered a Net Promoter Score (NPS) of 73 per cent, compared to an average of -64 per cent from those who were unsatisfied.

SAP findings also demonstrate that delighted customers are more emotionally connected to brands, which in turn will lead to greater brand affinity.

Loyal customers are also more willing to buy more from brands for a longer period of time and will not hesitate to influence others to do the same.

Applying Net Promoter Score (NPS) methodology, SAP asked consumers about their propensity to recommend the brand to a friend and their loyalty to the brand, and if they would remain a customer in the future.

NPS is a widely adopted management tool by more than two thirds of Fortune 1000 companies that can be used to gauge the loyalty of a branf’s customer relationships. It serves as an alternative to traditional customer satisfaction research and claims to be correlated with revenue growth.

The study also uncovered a strong correlation between digital-experience performance and consumers’ willingness to disclose personal information.

On average, delighted consumers were nearly three times more likely to provide brands with personal data than those who were unsatisfied.

For example, delighted consumers consistently showed a more trusting relationship with brands, with a higher percentage willing to share their personal finances, health records, educational level and buying preferences.

With personal data a foundation for personalized digital experiences, the survey suggests that brands that delight their customers can have greater access to personal data, enabling them to further improve and tailor the digital experiences they provide.

A deeper look into the data revealed that safety and security is a top priority for consumers in the Philippines, with 77% of consumers rating this attribute either 9 or 10 on a scale from 0 to 10.

Experiences that are available at any time to consumers are also highly favored, as are those which were timely and dedicated to meeting customer needs.

Although consumers generally ranked functional attributes as more important, those brands that performed best were also able to connect through the digital experience at an emotional level; for example, by delivering experiences that excite and engage their customersas well as those that are responsive and interactive.

GLobe
Ryan Poggi (left), SAP Philippines managing director and Bennett Aquino, head of Strategy and Corporate Development, Consumer Business at Globe Telecom.

Among the top brands in the telecommunications sector and one of the leading five brands in the Philippines is Globe Telecom, which ranked in the study as the brand with the best digital experience as rated by consumers in the Philippines.

“Globe is continuously investing on its network to provide consumers with a superior digital lifestyle experience. This recognition from consumers in the Philippines only emphasizes our strength as a brand,” said Bennett Aquino, head of Strategy and Corporate Development, Consumer Business at Globe Telecom.

“We shall continue to lead the digital experience through greater partnerships, better offers and wonderful moments with customers,” Aquino said.

Ryan Poggi, SAP Philippines managing director said: “A recent ITU (International Telecommunication Union) Facts & Figures Report for 2015 on the percentage of individuals using the internet stated that 41% of individuals in the Philippines leverage the internet for various uses. This highlights the explosive potential growth of digital in the Philippines in the near future.”

“However, with all the complexity brought on by multiple device usage and digital apps to choose from, today’s customers demand simple, seamless and personalized experiences across any channel, anytime, anywhere, and on any device. As evident from SAP’s Digital Experience Report, brands that fail to realize this will see a drop in share of consumers’ wallet,” Poggi said.

“Brands can bridge the digital experience gap between them and their consumers by adopting a clear digital strategy that brings together marketing, sales, services, and commerce to ensure seamless digitization of the entire customer experience. SAP solutions for customer engagement and commerce powered by the SAP HANA platform facilitates a 360-degree customer view and help brands better engage with their customers,” Poggi noted.

SAP’s report offers detailed insights into customers’ digital expectations and the ability of brands to meet them. Carried out across Southeast Asia, the report captures responses from across five countries, including Singapore, Malaysia, Thailand, Philippines and Indonesia, the results reflected the preferences of over 3,600 consumers who rated more than 240 brands resulting in 9,375 digital interactions against 14 attributes.

The study indicates that security is an important attribute on consumers’ digital experience across Southeast Asia.

As Southeast Asia consumers increasingly turn to online channels for their needs, safety and security remains a top concern in their digital engagement across the markets with close to 60% rating this as an important attribute of a digital experience.

The ability to engage anytime and on their own terms is also rated highly at 49% followed by having a cohesive, integrated and simple experience at 46%.

Across countries in Southeast Asia, including Indonesia, Malaysia, Philippines, Singapore and Thailand, less than half (47%) were delighted with their digital experience, with 20% unsatisfied, giving a digital experience score of 27%.

Delighted consumers are over 9 times more likely to remain loyal than those who are unsatisfied and deliver an NPS of 70% compared to -67% from those who are unsatisfied.

Scott Russell, President and Managing Director of SAP Southeast Asia said: “In the digital era, consumers are changing the rules, but technology is changing the game. The ability to delight customers with a desirable digital experience is a competitive differentiator. Losing out in consumer digital experience will directly affect a brand’s bottom-line and its business value.”

“Our research shows that while nearly half of consumers in Southeast Asia are satisfied with their digital experience, more can be done to enhance a brand’s digital experience to create a lasting and sustainable relationship. What brands need for the future would be business software to meet market challenges and evolve new business models, to engage customers in the most digitally delightful way,” Russell said.

SAP said engaging today’s digital customer demands a transformation not just at the front end but throughout the organization.

“SAP’s Digital Business Framework helps digitize the entire value chain for businesses with the end-to-end customer experience in mind. To respond quickly to customer needs, businesses must be able to run simple, and make live decisions aided by ‘in the moment’ intelligence and insight,” SAP statement said.

According to SAP, “a single platform that brings together commerce, marketing, billing, service and sales will ensure seamless digitization of the entire customer experience. It delivers a consistent and relevant experience to customers across every channel and on every device.”

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