Are you aware that your brand’s digital experience determines the loyalty of your customers? A poor experience may lead to 92% of your customers shifting to your competitor. Conversely, a positive experience can ensure that over 76% customers may remain loyal to your brand.
Surprised, but thats what the recent SAP India Digital Experience Report points out. In a survey of over 3000 Indians across 8000 digital interactions for 48 brands, the report analyses how Indians are impacted by the digital experiences they enjoy.
Digital Experience: The digital experience is defined in this research as a digital interaction between a brand and its customer as part of the discovery, transaction, delivery or support of a product or service.
In India and across the globe, the digital experience is making up an increasingly large part of the overall experience a customer has with a brand. From discovery through purchase, delivery and support of a product or service, interacting with a brand online or on device has become ubiquitous across industries. By 2020 the average age in India will be 29. This young consumer base is internet savvy and wants to be able to interact digitally with brands in real-time.
Delightful digital experiences drive customer loyalty and advocacy and are ultimately tied to better organisational performance. This is the fundamental finding of SAP’s India Digital Experience Report, which applies a structured approach to help brands in India measure and manage the effectiveness of the digital experiences they deliver for their customers. However, there is a significant gap in digital-experience performances among industries and brands.
Three thousand consumers from across India rated nearly 8,000 digital interactions to create an index of 48 of the country’s largest and best-known brands. The resulting digital-experience score is a highly positive one, with 59 per cent of consumers in India delighted with the experience they received, and only 15 per cent unsatisfied.
Digital transformation takes on many forms, but regardless of how an organisation defines it, its motivation is clear: the customer. The customer is driving digital transformation, but is digital transformation delivering for the customer?
By closely examining national, industry and brand level performance – as reported directly by Indian consumers – that is what SAP’s India Digital Experience Report uncovers.
In today’s one-click economy, consumers demand more every day – better convenience, greater control and instant satisfaction. If a brand can’t deliver it, the consumer will find another that can. Every time consumers gain more power, organisations need more power to keep up with these demands.
The digital experience is a lot more than a website or an app. Underlying the elusive delightful digital experience is a much more sophisticated system. As the findings indicate, organisations that perform best are those who unite their people and processes on a single system to deliver on their customers’ relentlessly increasing demands.
Credits : SAP India
