ID :
412976
Tue, 07/26/2016 - 08:36
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Growing Dissatisfaction With Online Experience Among Malaysian Consumers, Says SAP

KUALA LUMPUR, July 26 (Bernama) -- Although Malaysian consumers are generally positive about their digital experience with local brands, there is also growing dissatisfaction with online experiences as customers become more digitally sophisticated. According to the inaugural SAP Digital Experience report, 43 per cent of 500 Malaysian consumers were generally satisfied with their digital experience while 26 per cent of the respondents stated the opposite and 31 per cent were categorised as ambivalent, giving a digital experience score of 17 per cent for the country. SAP Malaysia Sdn Bhd Managing Director Terrence Yong said Malaysia is at an exciting time in its development owing to its 14 million digital consumers. "The rapid growth is also making consumers in Malaysia more sophisticated in their digital preferences. "To help them navigate through a multitude of devices and apps, customers are demanding simple, seamless and personalised experiences across any channel on any device," he told reporters when revealing the SAP Digital Experience Report on Tuesday. In the survey, the digital experience was defined as how a brand digitally interacts with its customers during the discovery, purchase, delivery and support of a product or service. 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 to more emotional aspects such as interactivity and engagement. "Brands can bridge the digital experience gap by adopting a clear digital strategy that brings together marketing, sales, services and commerce to ensure seamless digitisation of the entire customer experience," said Yong. Carried out across Southeast Asia, the report captured responses from across five countries namely Singapore, Malaysia, Thailand, the Philippines and Indonesia. The results reflect the preferences of over 3,600 consumers who rated more than 240 brands resulting in 9,375 digital interactions against 14 attributes. --BERNAMA

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