Australian online shoppers demand great customer service…or else

- June 25, 2019 2 MIN READ
  • 18-34-year-olds are more than twice as likely as their older counterparts to complain about a bad experience on a review site or social media.
  • The financial services sector was the standout winner in customer experience across most metrics, rating highest for customer service (68 per cent) and online experience on both apps (81 per cent) and websites (79 per cent).

Recent research by Adobe has revealed consumers in Australia and New Zealand are amongst the most demanding in the world, with almost half (48 per cent) admitting they have abandoned shopping carts due to poor customer experience.

The results of the Adobe Experience Index surveyed the online shopping experiences of over 1,000 consumers from Australia and New Zealand (ANZ) and found that seamless and personalised experiences are key to keeping customers happy.

So, what are the deal breakers causing shoppers to ditch their shopping? No-cancellation policies for travel packages (51 per cent), hidden fees (50 per cent) and a lack of returns policies for marketplace sellers (47 per cent).

Surprisingly, younger people are the most patient when it comes to poor customer experiences. Just over a third of 18-34-year-olds say they would abandon their shopping carts due to poor customer experience, compared with half of Gen X (52 per cent). However, Gen Y is twice as likely to complain about a bad experience online and leave a bad review, meaning small business owners need to be wary of reputational damage from this group.


Bad customer experience is also impacting a business’s repeat custom, with over a quarter (28 per cent) of young consumers and over a third (38 per cent) of people 35+ saying they would stop buying from a company altogether if faced with bad customer service.

Suzanne Steele, Managing Director, Adobe Australia and New Zealand said: “It’s no surprise that Australians and New Zealanders have high consumer expectations. In the past few years, we’ve seen an explosion of online businesses in the region, which has given consumers more choice than ever before. I believe we are at a crossroads, where managing customer experiences is becoming business critical. Organisations that listen to what their customers want and leverage data to deliver personalised, seamless experiences in real-time will be the ones that succeed in this increasingly competitive market.”


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