Only half of consumers in the Philippines are delighted with the digital experiences offered by brands in the country.
A survey commissioned by multinational enterprise software giant SAP found that a mere 54 percent of digital consumers in the Philippines are delighted with the digital experiences, 21 percent of respondents were unsatisfied, while 25 percent were categorized as ambivalent.
This placed the Philippines’overall digital experience (DX) score at a 33 percent, the SAP Digital Experience Report launched last Tuesday 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. 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.
The report also bared that Filipino digital consumers were also security conscious as they sampled and enjoyed the digital experiences offered by the different brands in the said industries.
Ryan Poggi, SAP Philippines managing director, said that the survey covered five industries, namely banking, telecommunications, utilities, consumer retail, and media & entertainment.
The survey found that safety and security was 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.
Second top consideration for consumers was that the experiences are available at any time, followed thirdly by considerations that the digital experiences 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 customers as well as those that are responsive and interactive.
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 and ease of access, to more emotional aspects such as interactivity and engagement.
The attributes given in the survey were “available anytime on my terms”, “cohesive, integrated and simple”, “fits in with my life and is effortless”, “timely and dedicated to my needs”, “responsive and interactive”, “relevant offers without infringing on privacy”, “customized and tailored to my preferences”, “makes me feel important”, “predicts my preferences”, associates with my identity”, “makes me love the brand”, “excites and engages me”, “makes me feel unique”, and “is safe and secure”.
“A recent ITU (International Telecommunication Union) Facts & Figures Report for 2015 on the percentage of individuals using the Internet stated that 41 percent of the 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,” Poggi said.
“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,” Poggie pointed out.
“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 shared.
Among the top brands in the telecommunications sector and one of the leading five brands in the Philippines is Globe Telecom, the #1 mobile brand in the Philippines.
Said Albert de Larrazabal, Globe Chief Commercial Officer about the company’s prestigious ranking 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. We shall continue to lead the digital experience through greater partnerships, better offers and wonderful moments with customers.”
Security an Important Attribute Across Southeast Asia
SAP’s Digital Experience 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.
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%. Importantly, 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.”
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. 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.
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. – Rainier Allan Ronda