loyalty linked to online interaction - 3rd August
upon a time, customer loyalty largely depended on
the friendly and helpful shop assistant.
in today's digital age, it is more about the quality
of a company's online service, research by software
giant SAP shows.
report, based on a poll of 3,000 Australians, found
shoppers are four times more likely to be loyal to
a brand if their digital experience is 'delightful'.
those identified as being unhappy with their digital
experience, only 17 per cent said they would remain
loyal to the brand.
digital experiences can lead to a loss in customer
loyalty and ultimately a loss in sales, SAP's Australia
and NZ managing director John Ruthven said.
said simple, engaging and personalised digital experiences
were identified as being key to engendering repeat
business and customer loyalty.
want personalised service and for it to predict their
preferences without infringing on their privacy,'
Mr Ruthven said.
engaging digital experience is one that responds to
consumers and allows them to interact with and control
the experience when needed.
thirdly, a digital experience should be cohesive,
integrated and easy; it has to fit in with the consumer's
life effortlessly, available anytime, anywhere.'
said the survey found there was a huge gap between
what customers wanted compared to what 34 of the country's
biggest brands were providing online.
the purpose of the research was not to rank brands
based on their digital offerings, there were two standouts,
Insurance scored highest when it came to being available
anytime, being respectful and dedicated to customers'
needs, while Kogan.com scored the highest among consumer