INNOVATION & TECHNOLOGY
A
ustralian companies have become far better at satisfying the basic needs
of consumers when it comes to the digital experience, according to a
recent report. However, the next challenge is for them to work out how
they can create a user experience that forges deeper connections with
their customers.A recent study commissioned by software solutions provider SAP highlights the
improvement Australian companies and brands have made in making consumers feel
that the basic requirements of the digital experience, such as security, accessibility
and usability are being met.At the same time, the study also illustrates that elements of the digital experience
more aligned to the emotional connections between consumers and brands are still in
need of work: companies are winning the battle for minds but still struggling winning
over our hearts.Companies must find a way to bridge the gap between delighting both
hearts and minds in the digital space, or risk losing customers.WORDS FI BENDELL