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Consumers in the Philippines ‘delighted’ with digital experience by brands

Adrian M. Reodique | July 29, 2016
Brands that delight their customers can have a greater access to personal data which can help them further improve the digital experience they provide, according to SAP.

More than half of consumers in the Philippines (54 percent) are delighted with the digital experiences offered by local brands.

This is according to the recent SAP Digital Experience Report, which surveyed more than 500 consumers and aggregated over 1,200 interactions of digital engagements with brands in the country. SAP defines digital experience as how a brand digitally interacts with its customers during the discovery, purchase, delivery and support of a product or service.

The report also found that almost a quarter of polled consumers (21 percent) were unsatisfied with their digital experience while 25 percent were ambivalent. Overall, the digital experience score in the Philippines is at 33 percent.

In essence, SAP said consumers who are delighted with their digital experience were over eight times more likely to stay with a brand than those who were unsatisfied. Delighted consumers also delivered a Net Promoter Score (NPS) of 73 percent.

Additionally, safety and security were rated as top priority (77 percent) of consumers for digital experience. Respondents also favored experiences that are available at any time to meet their needs.

On the other hand, the study revealed that on average delighted consumers were nearly three times more likely to provide their personal data to brands such as finances, health records, and buying preferences. SAP noted brands that delight their customers can have a greater access to personal data which can help them further improve the digital experience they provide.

"With all the complexity brought on by multiple device usage and digital apps to choose from, today's customers demand simple, seamless and personalised experiences across any channel, anytime, anywhere, and on any device. As evident from SAP's Digital Experience Report, brands that fail to realise this will see a drop in share of consumers' wallet," said Ryan Poggi, Managing Director of SAP Philippines.

"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 digitisation of the entire customer experience," he continued. 

 

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