SAP DIGITAL EXPERIENCE REPORTINDIA

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C O N T E N T SExecutive Summary 02

Understanding India’s Digital-Experience Performance 05

The Digital Experience Attributes 06

What Matters to Consumers 07

Calculating the Digital-Experience Score 08

Business Impact of the Digital Experience 10

Privacy Vs. Personalisation: the Virtuous Circle 12

The Digital Experience Index: How Brands Perform 14

The Digital-Experience Score by Industry 16

Banking 17

Utilities 18

Telecommunications 19

Consumer Retail 20

Insurance 21

Government 22

Automotive 23

The Digital Business Framework 24

References 27

Acknowledgements 28

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E X E C U T I V E S U M M A R YIn India and across the globe, the digital experience is making up an increasingly large part of the overall experience a customer has with a brand. From discovery through purchase, delivery and support of a product or service, interacting with a brand online or on device has become ubiquitous across industries. By 2020 the average age in India will be 29. This young consumer base is internet savvy and wants to be able to interact digitally with brands in real-time.

Delightful digital experiences drive customer loyalty and advocacy and are ultimately tied to better organisational performance. This is the fundamental finding of SAP’s India Digital Experience Report, which applies a structured approach to help brands in India measure and manage the effectiveness of the digital experiences they deliver for their customers. However, there is a significant gap in digital-experience performances among industries and brands.

Three thousand consumers from across India rated nearly 8,000 digital interactions to create an index of 48 of the country’s largest and best-known brands. The resulting digital-experience score is a highly positive one, with 59 per cent of consumers in India delighted with the experience they received, and only 15 per cent unsatisfied.

Digital Experience: The digital experience is defined in this research as a digital interaction between a brand and its customer as part of the discovery, transaction, delivery or support of a product or service.

LOYALTY AND NPS®

Of those identified as unsatisfied with their

digital experience:

At the same time, the NPS® from this segment is

a staggering

Just 8% would remain

loyal to the brand

-60%

Of those identified as delighted with their digital experience:

Similarly, those delighted with the digital experience,

delivered a significantly higher NPS®

76%would remain 

loyal

77%

DELIGHTEDUNSATISFIED

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CONSUMERS IN INDIA ARE DELIGHTED BY THEIR DIGITAL EXPERIENCES.

THERE IS A STRONG CORRELATION BETWEEN DIGITAL-EXPERIENCE PERFORMANCE AND CUSTOMERS’ WILLINGNESS TO PROVIDE PRIVATE DATA.

=

All seven of the industries covered in the study – banking, utilities, telecommunications, utilities, consumer retail, insurance, government, and automotive – received positive digital-experience scores. This means that as far as the digital experience is concerned, all of the brands in the study have more delighted consumers than unsatisfied.

Consumers are, on average, five times more willing to share personal data with organisations in any industry when they are delighted with the digital experience.

THERE IS A STRONG CORRELATION BETWEEN DIGITAL-EXPERIENCE PERFORMANCE AND NET PROMOTER SCORE® (NPS®) AND LOYALTY.

NPS LOYALTYDIGITALEXPERIENCE

PERFORMANCE

DESPITE HIGH DIGITAL-EXPERIENCE SCORES IN INDIA, THERE ARE SIGNIFICANT GAPS AMONG INDUSTRIES AND BRANDS.

60Consumers delighted with the digital experience are nine and a half times more likely to remain loyal than those unsatisfied, while those unsatisfied are far less likely to recommend the brand.

While brands in India all managed a positive digital-experience score, the gap between the highest and lowest scoring brands was 60 percentage points. This means that many brands in India still have some work to do to stay competitive and relevant.

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Digital transformation takes on many forms, but regardless of how an organisation defines it, its motivation is clear: the customer. The customer is driving digital transformation, but is digital transformation delivering for the customer? By closely examining national, industry and brand level performance – as reported directly by Indian consumers – that is what SAP’s India Digital Experience Report uncovers.

In today’s one-click economy, consumers demand more every day – better convenience, greater control and instant satisfaction. If a brand can’t deliver it, the consumer will find another that can. Every time consumers gain more power, organisations need more power to keep up with these demands.

The digital experience is a lot more than a website or an app. Underlying the elusive delightful digital experience is a much more sophisticated system. As the findings indicate, organisations that perform best are those who unite their people and processes on a single system to deliver on their customers’ relentlessly increasing demands.

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U N D E R S TA N D I N G I N D I A’ S D I G I TA L   E X P E R I E N C E   P E R F O R M A N C E

The India Digital Experience Report serves to fill a gap in the market for consumer-based insights into India’s digital performance. In response to local organisations’ strong demand for detailed understanding of the value digital transformation can deliver, SAP commissioned research firm AMR to examine digital performance at the national and industry levels, as well as at the level of the individual organisation where sample size permitted.

To assess the digital performance of brands in India, the study included a sample size of 3,000 consumers, each of whom rated between two and three brands, meaning the report gathered assessments of nearly 8,000 digital interactions.

x 3,000

RESPONDENTS COMPLETED A 15 MINUTE ONLINE SURVEY RATING UP TO 3 INDUSTRIES

OUT OF THE 7

ALL RESPONDENTS HAD SOME KIND OF DIGITAL

EXPERIENCE WITH AT LEAST ONE OF THESE INDUSTRIES:

QUESTIONNAIRE COVERAGE

SATISFACTION WITH DIGITAL EXPERIENCE (GENERAL)

SATISFACTION WITH DIGITAL EXPERIENCE (BY INDUSTRY)

SATISFACTION WITH DIGITAL EXPERIENCE FOR INDIVIDUAL COMPANIES

NET PROMOTER SCORE® (NPS®)

LOYALTY

CONSUMER RETAIL

UTILITIES

BANKING

TELECOMMUNICATIONS

GOVERNMENT

AUTOMOTIVE

INSURANCE

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T H E D I G I TA L   E X P E R I E N C E AT T R I B U T E SAt the core of SAP’s India Digital Experience Report lie the attributes of a delightful digital experience. Defined in consultation with analysts, existing research and consumer focus groups, these attributes, as rated by Indian consumers, represent the basis for the report’s

findings. Consumers rated brands’ performance in 14 attributes ranging from the functional (such as available anytime on my terms) to the emotional (such as excites and engages me).

Available anytime on my terms

Cohesive, integrated and simple

Fits in with my life and is effortless

Respectful and dedicated to my needs

Responsive and interactive

Relevant offers without infringing on privacy

Customised and tailored to my preferences

Makes me feel important

Predicts my preferences

Associates with my identity

Makes me love the brand

Excites and engages me

Makes me feel unique

Is safe and secure

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W H AT M AT T E R S T O C O N S U M E R SConsumers were asked to rate how important the digital experience attributes were to them as part of receiving a delightful digital experience. An attribute was deemed important if consumers rated it either a nine or a ten (on a scale from zero to ten.)

It is important to note that those brands that performed well overall also performed strongly in the more emotional attributes compared to their peers. Part of delighting a consumer is offering something above and beyond the expected digital experience attributes.

0

10

20

30

40

50

60

70

80

71%

59%54% 53% 52% 52% 51% 50% 49% 49% 48% 48% 46%

61%

Available anytime on my terms

Cohesive, integrated and simple

Fits in with my life and is effortless

Respectful and dedicated to my needs

Makes me feel unique

Predicts my preferences

Associates with my identity

Responsive and interactive

Relevant offers without infringing on privacy

Customised and tailored to my preferences

Makes me feel important

Is safe and secure

Makes me love the brand

Excites and engages me

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C A L C U L AT I N G T H E D I G I TA L‑ E X P E R I E N C E   S C O R E

To determine India’s digital-experience score, consumers rated their satisfaction with the digital experiences delivered by individual brands based on the 14 attributes, on a scale from 0 (unsatisfied) to 10 (delighted). An average of the ratings was then calculated, with each consumer assigned an overall digital-experience score between 0 and 10.

To determine the level of customer satisfaction with the digital experience, SAP used a format similar to the NPS® methodology.

THE DX SCORE IS CREATED BY SUBTRACTING THE PROPORTION WHO ARE UNSATISFIED FROM THE PROPORTION WHO ARE DELIGHTED

THEDX

SCOREWITH THE DIGITAL EXPERIENCEUNSATISFIED UNSATISFIED

WITH THE DIGITAL EXPERIENCEAMBIVALENT

WITH THE DIGITAL EXPERIENCEDELIGHTED

DELIGHTED

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Each consumer rating of the digital experience with the brand was placed into the following categories:

• Consumers with an overall score between 0 and 6 were regarded as unsatisfied with the digital experience – a total of 15 per cent of the survey respondents.

• Consumers with an overall score of 7 were regarded as ambivalent and are neither satisfied nor dissatisfied with the digital experience – a total of 26 per cent of the survey respondents.

• Those with an overall score between 8 and 10 were regarded as delighted with the digital experience – a total of 59 per cent of respondents.

The digital-experience score is calculated by subtracting the percentage of those unsatisfied with the digital experience from the percentage of those who are delighted. Nationally, India achieved a digital-experience score of 44 per cent.

Similarly, as will be shown later, a brand that provides a delightful digital experience will have a positive digital-experience score; that is, there are more delighted than unsatisfied customers.

INDIAN BRANDS ARE MEETING THE DIGITAL EXPECTATIONS OF CONSUMERS

THE DX SCOREDELIGHTED

44%59%

UNSATISFIED

15%

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B U S I N E S S I M PA C T O F T H E D I G I TA L   E X P E R I E N C E

Standing alone, India’s digital-experience score of 44 per cent provides modest insight. However, when brought into context with hard, measurable business outcomes, the significance becomes very apparent.

The correlation between digital experience performance and customer loyalty is strong. Of those consumers delighted with their digital experience, 76 per cent said they would remain loyal to that brand.

Conversely, of those unsatisfied with their digital experience, only 8 per cent said they would remain loyal. In short, consumers delighted with the digital experience are nine and a half times more likely to remain loyal than those who are unsatisfied.

Across the discovery, transaction, delivery and support of a product or a service, more and more of the customer experience happens in a digital environment. So it follows that the digital experience has an increasing bearing on business outcomes, specifically on customer loyalty and advocacy.

LOYALTY SCORE BY DIGITAL EXPERIENCE GROUP

DELIGHTED59%

AMBIVALENT26%

UNSATISFIED15%

76%LOYALTY

21%LOYALTY

8%LOYALTY

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AFFECTING BUSINESS OUTCOMES – NPS®

-60%NPS®

77%NPS®

5%NPS®

DELIGHTED59%

AMBIVALENT26%

UNSATISFIED15%

Customer loyalty is a hot yet fickle commodity, with the smallest of irritations pushing a customer to switch brands in an instant. Research from Accenture1 has shown that 52 per cent of customers globally have switched providers in the past year due to poor customer service, and the value of that is staggering.

Accenture describes this as the ‘switching economy’. Customers are constantly evaluating brands, with more and more information about those brands at their fingertips. The estimated opportunity of the ‘switching economy’ sits at USD $6.2 trillion in revenue across 17 major global markets today—up 26 per cent, from USD $4.9 trillion, in 2010.

1 Accenture Customer 2020 Report

A strong digital experience is also linked to stronger customer advocacy, measured in this research through NPS®. As part of the study, consumers were asked how likely they were to recommend the brand they assessed. Those who were delighted with the digital experience – 59 per cent of total respondents – delivered an NPS® of 77 per cent. Those unsatisfied with the digital experience – 15 per cent of total respondents – delivered an NPS® of -60 per cent.

A poor digital experience can do a lot more harm to a brand than a lost sale. Many love to share a bad experience, which can lead to multiple losses across multiple customers within a short timeframe, leading to increased growth of the ‘switching economy.’

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P R I VA C Y V S . P E R S O N A L I S AT I O N : T H E   V I R T U O U S C I R C L E

An additional correlation the India Digital Experience Report explores is that between the digital experience an organisation offers and the likelihood its customers would provide private data.

Not a week goes by without another news story detailing a high profile leak of private information from a major global brand. But handled carefully and with respect, personal data can mean far better digital experiences for consumers.

More private information is making its way online. As consumers become more comfortable authorising access to that data, they expect better service and personalisation in return.

The report found that the more delighted consumers are with the digital experience, the more willing they are to hand over varying types of private information.

DELIGHTED

UNSATISFIED

62%19% 55%12% 73%28% 66%12% 72%25%

60%15% 52%11% 54%11% 65%19% 56%12%

PERSONAL PROFILE

MAIN FINANCIAL INSTITUTION

EDUCATION LEVEL OCCUPATION BUYING PREFERENCES

HEALTH OR MEDICAL RECORDS

PERSONAL FINANCES MOBILE PHONE RECORDS

SOCIAL MEDIA USAGE WEB BROWSING HISTORY

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On average, those delighted with the digital experience were nearly four times more likely to disclose private data.

Both those delighted and those unsatisfied by their digital experience were more likely to disclose demographic data such as buying preferences and education level than personal information such as health records, personal finance or mobile phone records.

In today’s digital economy, where data is currency, responsible and respectful access to customer information can trigger a virtuous circle: the better the digital experience, the more information the consumer provides, the better the brand can tailor the experience, and repeat.

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T H E D I G I TA L E X P E R I E N C E I N D E X : H O W   B R A N D S P E R F O R M

SAP’s India Digital Experience Report takes its analysis deeper by presenting all brand-level digital-experience scores as an index. The index anonymises the 48 brands; however provides the additional context of how brands’ performances are distributed by industry.

To qualify, brands were rated by at least 60 respondents.

Across the entire index, all brands managed a positive digital-experience score.

0

10

20

30

40

50

60

70

80

14

22

37

45

37

48

43

29 29

24

53

42 41

36

43

54

49

30

46

52

4745

53

25

44

24

37

25

18

54

3636

47

5154

42 41

26

54

74 73

63 6361 61 60 60

56

BANKING TELCO RETAIL (CONSUMER)

AUTOMOTIVEUTILITIES INSURANCE GOVERNMENT

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T H E D I G I TA L E X P E R I E N C E B Y I N D U S T R Y

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T H E D I G I TA L- E X P E R I E N C E S C O R E   B Y   I N D U S T R Y

Given the overwhelmingly positive national digital-experience score of 44 per cent, it stands to reason that all of the industries in the study received positive digital-experience scores too. The automotive sector in India was not only the top performing industry in India, but was also of any industry across all ten market studied in Asia Pacific Japan. Despite a relatively low digital engagement, those who do engage digitally with the automotive sector are likely to be highly digitally savvy and aware of what is possible with the digital experience.

Despite the very positive scores in India, there are clear gaps where industries can improve. In times of

disruption, many brands within those sectors no longer compare themselves to their industry peers, but look towards brands in other industries as the benchmark for great digital experiences.

The telecommunications industry finished bottom of the table with a digital-experience score of 30 per cent, some 14 percentage points off the national average. While for the most part, the sector still delights a large percentage of consumers, it falls behind the performance of all the other sectors and thus improvements can be made, particularly in the emotional attributes of the digital experience.

INDIA INDUSTRY DIGITAL EXPERIENCE COMPARISON

47%

41%

30%

34%

43%

44%

60%

INSURANCE

TELCO

BANKING

RETAIL (CONSUMER)

UTILITIES

GOVERNMENT

AUTOMOTIVE

2 The Asian Banker - 2013

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B A N K I N GWhile in many developed nations, internet banking has grown significantly in the last few years due to a high penetration of desktop internet, in India much of the opportunity exists in mobile banking.

As with many industries in India, banks perform well in the functional components of the digital experience, such as being safe and secure (71 per cent) respectful

and dedicated to my needs (56 per cent) and available anytime on my terms (57 per cent). However, it is in the more emotional components of the digital experience that banks need to consider if they are to entice and engage consumers, particularly those in rural areas.

WHERE BANKS PERFORM WELL

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U T I L I T I E SThe Indian utilities sector was one of the lower performing industries, falling just below the national digital experience average score, with 41 per cent.

Similar to the Indian banking sector, the utilities industry performs well in functional attributes such as being safe and secure (63 per cent) and cohesive, integrated, obvious and simple (47 per cent). However, the digital-experience scores drop off quite significantly in a number of emotional attributes such as makes

me feel important (40 per cent), makes me feel unique (38 per cent) and excite and engages me (36 per cent).

While it could be argued that getting the functional benefits of the digital experience right are of higher priority, in India vast numbers of consumers place a very high degree of importance on the emotional attributes too. This means that brands, and particularly those in utilities need to pay careful attention to meeting those needs.

WHERE UTILITIES CAN IMPROVE

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T E L E C O M M U N I C AT I O N SThe telecommunications sector finished bottom of the scale, with the lowest digital-experience score of all industries in India.

While consumers gave positive scores to telcos in the study, the findings suggest that brands in this sector have some work to do to close the gap with better performing industries.

In a sector that has great digital visibility to consumers in India, being focused on attributes that are aligned with personalised experiences, such as predicts my preferences (27 per cent), excites and engages me (28 per cent) and makes me feel unique (28 per cent) will be particularly important to Indian telecommunications brands.

WHERE TELECOMMUNICATIONS CAN TO IMPROVE

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C O N S U M E R R E TA I LIncreasing internet and mobile penetration, growing acceptability of online payments and favourable demographics has provided the e-commerce sector in India and the brands within it, a unique opportunity to connect with consumers. This year, the Indian e-commerce sector is likely to be worth USD 38 billion, a 67 per cent jump over the USD 23 billion revenues for 2015, according to industry body Assocham3.

While the sector scored well with an overall digital-experience score of 43 per cent, the challenge for firms who want to stay ahead is to keep pace with the changing expectations of consumers who become more accustomed to a better digital experience, looking towards those sectors performing well such as banking and automotive and heeding the lessons from them.

WHERE CONSUMER RETAIL CAN IMPROVE

3. Assocham, 2016

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I N S U R A N C EThe insurance sector in India scored exactly the same as the Indian national average, with a digital-experience score of 44 per cent.

As in all other sectors, the insurance industry scores well for being safe and secure (61 per cent), and also excels in other attributes such as is cohesive and integrated (50 per cent), available anytime on my terms (52 per cent) and respectful and dedicated to my needs (53 per cent).

In line with appealing more to the emotional attributes of the digital experience, the insurance sector in India is being beginning to make good headway, scoring above the national average for use my preferences without infringing on my privacy (48 per cent) and associates with my identity (49 per cent).

WHERE INSURANCE PERFORMS WELL

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G O V E R N M E N TDespite achieving a positive digital-experience score of 34 per cent, the government sector in India was one of the lower performing industries in the study, finishing just above the telecommunications sector, which scored 30 per cent.

Except for safe and secure, the Indian government sector performs lower across both the functional and

emotional attributes of the digital experience when compared to other industries. Of note, some areas of the functional digital experience attributes that could be improved include, fits in with my life and is effortless (39 per cent), respectful and dedicated to my needs (41 per cent) and responsive and interactive (36 per cent).

WHERE GOVERNMENT CAN IMPROVE

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A U T O M O T I V EThe top performing industry in India was the automative sector. Despite a relatively low digital engagement compared to other industries such as banking and retail consumer, those who do engage digitally with this sector are likely to be highly digitally savvy and aware of what is possible with the digital experience.

Where the Indian automotive sector excels is in its ability to appeal to more of the emotional and tribal aspects of the digital experience. It scored highly and

consistently in all 14 attributes, such as makes me feel important (63 per cent), makes me love the brand (65 per cent) and makes me feel unique (60 per cent). When you consider that for many other industries and indeed markets across the region, these scores are typically in the negative, there appears to be a quiet digital experience revolution taking place in the Indian automotive sector.

WHERE AUTOMOTIVE PERFORMS WELL

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T H E D I G I TA L B U S I N E S S F R A M E W O R KTechnology continuously shapes the environment in which brands of all industries interact with their customers. As part of SAP’s collaboration with over 310,000 customers in 26 industries, the company has defined what it believes are the most significant technology trends facing organisations globally.

HYPERCONNECTIVITYEvery consumer and every machine is connected, disrupting all the established rules around business channels. Connectivity drives the movement of goods, services, people, knowledge and wealth.

SUPERCOMPUTING

The limits of 20th century computing power are gone. Networking and in-memory computing allow for the creation of infinite new business opportunities.

CLOUD COMPUTING

Technology adoption and business innovation now move at lightning speed. Technology infrastructure is now rented to eliminate barriers to entry.

SMARTER WORLD

Sensors, robotics, 3D printing and artificial intelligence are the new normal. The new Outcome-Based Economy replaces products and services with outcomes.

CYBER SECURITYBad actors have expansive new capabilities to attack and undermine businesses. Trust remains the ultimate currency, giving security-focused businesses a significant advantage.

How brands across industries harness these trends to the benefit of their customers will ultimately dictate their success or even survival.

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How brands across industries harness these trends to the benefit of their customers will ultimately dictate their success or even survival.

To excel digitally, brands must align their people and processes – not just in their marketing or digital teams, but across lines of business – onto a single platform

built with the customer in mind. To engage your customer digitally, you have to engage your workforce and your suppliers – and you have to marshal all of your assets to enable that elusive delightful digital experience.

SAP calls this platform the digital business framework.

UNDERSTANDING THE DIGITAL BUSINESS FRAMEWORK

BUSINESS NETWORKS

AND SUPPLIER COLLABORATION

CUSTOMER EXPERIENCE

WORKFORCE MANAGEMENT

BIG DATA AND INTERNET

OF THINGS

D I G I TA L C O R E

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D I G I TA L C O R E

DIGITAL COREAt the centre of the digital business framework is the digital core, a single, real-time enterprise management system that integrates predictive, big data and mobile capability. Running on an in-memory platform, the digital core can act as the single enterprise data source across an organisation, enabling a simple, unified view from across lines of business.

BUSINESS NETWORKS AND SUPPLIER COLLABORATIONTo deliver delightful digital experiences to their customers, businesses need to establish strong connections outside the four walls of their organisation. The process of delivering on customer expectations extends into a vast network, and a system that can optimise that network represents a distinct competitive advantage.

WORKFORCE MANAGEMENT For many organisations, delivering for your customer means first delivering for your people. However, although people are working harder than ever, they are accomplishing less. The culprit is complexity. An organisation needs a system that removes complexity and empowers its people to focus on outcomes for its customers.

BIG DATA AND INTERNET OF THINGSThere is still enormous stored potential in the data and assets organisations hold. New use cases and business models arise increasingly frequently as businesses learn to deliver smart products and services, to the delight of their customers.

CUSTOMER EXPERIENCEAs assessments of digital experience attributes in this report show, customers demand simple, secure, seamless and personalised experiences – anytime, anywhere and on any device. To deliver on these demands, organisations need a system that can deliver this experience across marketing, sales, service and commerce, while applying analytics to sense and respond to customers’ needs in real time.

BRINGING IT ALL TOGETHERWhile these five digital business pillars deliver significant value in their stand-alone capability, the ultimate goal is to design the next generation of business processes that span all pillars. Customer experience will not stop at the channel experience. Supply chain and services have to align with the customer experience strategy if products and services are to be delivered as promised.

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R E F E R E N C E S• Know your customer: The true power of Omnichannel

SAP.

• Updating Marketing Technology as Part of Enterprise Digital Transformation SAP.

• Digital Transformation: State of the Nations Australia and New Zealand SAP.

• Value Creation In A Digital Economy SAP.

• Accenture Strategy Report - Customer 2020: Are You Future-Ready or Reliving the Past? Accenture.

• Mobile banking in India to overtake internet banking over the next five years? The Asian Banker.

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A C K N O W L E D G E M E N T S

SAP India would like to thank the brands that agreed to be mentioned in this report. The development of this whitepaper benefited from the input and support provided by our partners The Factuary and AMR.

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