A survey by technology firm SAP SE found that Filipino consumers follow India in finding their digital experience (DX) “delightful.” The SAP poll, compiled in a report released last month, said 54 percent of 500 consumers in the country said they are delighted with their DX.
The German software-maker defines DX as “a digital interaction between a brand and its customer as part of the discovery, transaction, delivery or support of a product or service.”
Fifty-nine percent of consumers polled in India said they are delighted with their DX. The country garnered an overall DX score of 44. The Philippines follows Thailand in terms of overall DX score at 33 and 37, respectively.
Across Asia Pacific and Japan, 65 percent of consumers are not delighted with their DX, SAP said in a statement.
All of the five Philippine industries surveyed—banking, telecommunications, utilities, consumer retail, and media and entertainment—received positive DX scores, according to the SAP report.
“Consumers [in the Philippines] delighted with the [DX] are, on average, almost nine times more likely to remain loyal than those unsatisfied, while those unsatisfied are far less likely to recommend the brand.”
According to SAP, while brands rated highest for practical features, such as “safe and secure,” consumers in The Philippines also gave positive scores for emotional attributes, such as “makes me feel important.”
“Consumers in the Philippines are almost three times more willing to share personal data with organizations in any industry when they are delighted with the digital experience they have received.”
The SAP poll revealed that consumers in the Philippines who have had an online interaction with the banking sector rated it the most delightful of the industries with an overall score of 48 percent. Banking scored particularly well in safe and secure (77 percent), the most important attribute as rated by consumers in the study. The use of online banking in the Philippines grew over 2.5 times between 2011 and 2014. SAP cited a study by Visa that estimated that payments and money transfers were the top online-transaction types in the country last year.
The Philippines consumer retail industry achieved the second highest overall DX score, with 41 percent. The sector scored highly on the safe and secure and available anytime on my terms attributes, and surpassed banking in makes me feel unique and excites and engages me.
SAP said a consumer retail brand also achieved the highest individual DX score of all firms. The company didn’t disclose the brand.
The telecommunications industry received the lowest overall DX score. On the most important attribute as ranked by consumers—safe and secure—telecommunications brands received the lowest score (38 percent). The gap between telecommunications and the banking sectors, on some of the important attributes for telecommunications customers, is over 32 percentage points, suggesting that brands in this sector have a lot to do to raise the standard of the digital experience they provide.
Image credits: SAP SE