By Edd K. Usman
A study conducted by German software maker SAP has revealed that 54 percent of Filipino consumers are satisfied with the digital experiences that local ICT brands are offering.
In a press briefing held at the company?s local office at the Bonifacio Global City, SAP Philippines managing director Ryan Poggi said 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.
Poggi noted that while majority of consumers are delighted with their digital experiences, the 46 percent who are not are either “unsatified” (21 percent), or “ambivalent” (25 percent), translating to an overall Digital Experience (DX) score of 33 percent.
SAP defined “digital experience” in the survey “as how a brand digitally interacts with its customers during the discovery, purchase, delivery and support of a product or service.”
Many brands were found to have performed well in the 14 attributes that were regarded as important by the respondents.
SAP carried out the survey across Southeast Asia, including Singapore, Malaysia, Thailand, Philippines, and Indonesia.
Reflected in the results covered the preferences of more than 3,600 consumers who rated over 240 brands generating 9,375 digital interactions against the 14 attributes.
Perhaps not surprisingly, the SEA respondents continued to place safety and security in their digital experience at the top of their concern, cutting across the markets and registering nearly 60-percent rating.
Also rated highly by the study’s subjects was the ability to engage anytime and on their own terms at 49 percent. Coming in next was having a cohesive, integrated and simple experience, which received a rating of 46 percent.
“Across countries in Southeast Asia, less than half (47 percent) were delighted with their digital experience, with 20 percent unsatisfied, giving a digital experience score of 27 percent,” the report said.
Another important finding is that consumers who were delighted in their digital experience are more than nine times more likely to remain loyal than those who are unsatisfied.
“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,” said SAP Southeast Asia president Scott Russell.
Russel said while their research shows nearly half of SEA consumers are satisfied with digital experience, the bar can still be raised higher to improve a brand’s digital experience to create a lasting a sustainable relationship.
He said brands would need “business software to meet market challenges and evolve new business models, to engage customers in the most digitally delightful way.”
The report also said Globe Telecom emerged as the country’s top brand with the best digital experience as rated by consumers in the Philippines.
Globe chief commercial officer Albert de Larrazabal said the company will continue to be at the forefront of “digital experience with greater partnerships, better offers and wonderful moments with customers.”
“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,” he said.
Poggi also noted a recent report of the International Telecommunication Union ITU) that cited the percentage of individuals using the internet in the Philippines at 41 percent.
“This highlights the explosive potential growth of digital in the Philippines in the near future,” he said.
But amid the complexity arising from the multiple usage of devices and the availability of various apps to be had, he said customers today demand simple, seamless and personalized experiences across any channel, anytime, anywhere, and on any device.
He said that the SAP Digital Experience Report showed “that brands that fail to realize this will see a drop in share of consumers’ wallet.”
“Brands can bridge the digital experience 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,” said Poggi.