With the arrival of Amazon Prime set to cast a very long shadow of rising expectations over the Australian consumer landscape, brands across the board are going to have to work harder to gain and maintain the satisfaction and loyalty of their customers.
Providing a meaningful customer experience is no longer a nice to have, but a necessity if a brand is to succeed and compete against a behemoth with the humble mission of becoming the “earth’s most customer-centric company.”
Amidst this fundamental shift in what customers are experiencing, 43 percent of Australian consumers admitted to having a bad brand encounter over the last year that has stuck with them. In addition, just under a third (28 percent) of consumers, said they would respond to a negative experience by not shopping with a brand again.
Brands are also more optimistic about the good experiences they are delivering, with 80 percent saying they are delivering memorable experiences. Consumers peg that at 70 percent, a healthy number, but still 10 points below what brands estimate.