Customer experience largely “disconnected”, causing dissatisfaction: research

digital experience

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More than four out of five (84 per cent) of Australian consumers believe organisations in banking, insurance, retail or government provide a disconnected experience, according to MuleSoft’s global Consumer Connectivity Insights 2018 survey.

The research surveyed 1000 Australians out of 8000 consumers globally, which asked whether organisations are meeting customer expectations for a connected and personalised experience.

Government services was seen as the worst performer, with 72 per cent receiving a disconnected experience. A majority of Australian consumers said disconnected experience in the private industries of banking, insurance and retail would make them consider changing to another service provider or vendor.

“Across all industries, organisations are falling short in delivering connected customer experiences. Australians are calling for on-demand experiences where their needs are meet in minutes not days,” said Will Bosma, VP of Asia Pacific, MuleSoft.

“The risks for organisations that fail to adapt are significant – more than 60 percent of Australians have considered changing a service provider due to a disconnected experience. While only a small percentage actually actioned this threat in the past 12 months, we can expect many more to act on their words if organisations do not act quickly to improve connectivity and personalisation,” he said.

While there has been hype around the potential of chatbots to improve customer service operations, so far the customer experience has not necessarily lived up to expectations. Of the 43 per cent of Australian consumers who had engage with a chatbot over the last 12 months, only 35 per cent said their query had been completely resolved or answered, with others saying they had to call a customer service representative directly or be directed to a webform to complete their query.

Bosma said the research highlights the challenges organisations are facing to bring the technology pieces together to deliver a single view of the customer across all touchpoints.

“An API-led connectivity approach enables data to be integrated from a wide range of systems, both on-premises and in the cloud, enabling organisations to create the most current, 360-degree view of the customer. Some organisations have deployed an application network to support this endeavour seamlessly connecting applications, data and devices via APIs to create reusable services. Organisations who do this well will be the ones who will succeed and engender great customer loyalty,” said Bosma.

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