'Unsatisfactory digital experience may prompt brand switch'

Over 90 per cent consumers are likely to continue to switch to a rival brand if they have an "unsatisfactory digital experience", a report by tech firm SAP said today.
Digital experience refers to the digital interaction between a brand and customers as part of discovery, transaction, delivery or support of a product or service.
The SAP India Digital Experience Report states that "digital experiences can make or break a brand in today's era".
Only 8 per cent customers, despite being unsatisfied with their digital experience, would continue to remain loyal to a brand, it added.
Interestingly, consumers are, on an average, five times more willing to share personal data with organisations across industries when they are delighted with the digital experience, the report said.

It found 59 per cent respondents saying they were delighted with their digital experience, while 15 per cent said they were unsatisfied.

"Delighted customers are 9.5 times more likely to stay loyal...9 out of 10 unsatisfied customers will go elsewhere," it added.
Digital experience are influenced by factors like safety and security, on-demand availability and tuned to an individual's need.
The study, which surveyed over 3,000 respondents in India, found customers ranking sectors like automotive and banking ahead of utilities, government and telecom operators in terms of their digital experience.
Digital transformation will be crucial for accelerating the growth of India's economy, SAP Indian Subcontinent President and Managing Director Deb Deep Sengupta said.

"The report corroborates the need for the industry to identify 'Digital Business Leaders' who can address the digital experience that businesses provide to their customers," he added.
A strong digital infrastructure is, therefore, imperative for any brand to remain relevant for its audience, the report said.