Report: Data privacy, frictionless experiences major gaps in Aussie CX

Responsiveness, frictionless experiences and transparency around consumer data use are hefty customer experience considerations for Australian consumers. Yet most organisations they’re dealing with aren’t living up to expectations, a new report has found.

The new Heart Matters Study was conducted by Qualtrics on behalf of SAP Consumer Experience and surveyed nearly 6000 consumers across Asia-Pacific including Australia. The report explored both the impact of key societal issues such as people, planet and prosperity on how consumers rate the brands they engage with, as well as fundamental aspects of delivering customer experience, from omnichannel personalisation to privacy and data.

To do this, the report asked consumers about current experiences they are having in these areas and compared this to their expectations of brands. Significant gaps between expectations and experiences emerged.

For example, businesses are not keeping up with the data privacy expectations of their customers when digitising their offering, with organisations falling short of expectations by up to 50 per cent. Across Australian respondents, 84 per cent want full transparency into how their personal data is being used. Yet only 34 per cent said they have experienced this from a business. Australian expectations were also found to be higher than the APAC average (74 per cent).

Read the full article on CMO here