Poor data intake drives customer disengagement in Australia & NZ

Smart Communications has published its 2025 Customer Experience Benchmark research, which reveals that poor communication methods and outdated data intake processes are contributing to significant customer disengagement across Australia and New Zealand.

Key findings

The global survey, which included responses from 3,000 consumers, examined experiences with healthcare, financial services, and insurance organisations. The research indicates that although consumer attitudes towards artificial intelligence (AI) are improving, a majority remain dissatisfied with current omnichannel communication offerings and form-filling processes.

Nearly two-thirds of Australian (64%) and New Zealand (60%) consumers indicated that they would end their interaction with a company if the data intake process was too complex. This sentiment was particularly pronounced among Millennials (73%) and Generation Z respondents (71%).

The study also found that 61% of Australian and 58% of New Zealand respondents rated their communications from service providers as good or excellent. However, 84% in Australia and 85% in New Zealand considered customer communications an important part of their overall experience, and a large proportion—67% in Australia and 61% in New Zealand—would consider switching companies if communications did not meet expectations.

According to Leigh Segall, Chief Executive Officer at Smart Communications, "Customers' expectations are set by the best brands in retail, technology and eCommerce. When healthcare, banking and insurance organisations fail to meet these expectations, they risk losing customer loyalty and business. That's why we set out every year to gauge where that bar is set and light the way for organisations in these industries to exceed their customers' expectations through frictionless, digital-first experiences."

AI acceptance and trust

The report highlights that consumers are displaying increased openness to the use of AI in customer communications, particularly when its benefits are demonstrated through real-world scenarios. Nearly half of all ANZ respondents stated they would value AI for financial advice (41% in both countries), suggestions for insurance plan changes (46% AU, 54% NZ), or health recommendations (47% AU, 49% NZ).

Less than half of all respondents expressed concerns about AI's secure or ethical handling of data, with figures at 39% in Australia and 45% in New Zealand for security, and 39% in Australia and 44% in New Zealand for ethics. Notably, only 37% of respondents believe that a disclaimer is necessary every time AI is used in customer communications, compared to 77% a year earlier.

Despite increasing comfort and trust in AI, confidence in its communication abilities remains low. Only 15% of Australian and 9% of New Zealand participants believe generative AI outperforms humans in creating customer communications content. Over half (51% AU, 55% NZ) believe human oversight of AI-generated content is necessary.

Omnichannel experiences and communication preferences

Findings showed just over half (54%) of consumers reported satisfaction with omnichannel experiences from service providers. Trust in organisations was also associated with the quality of these experiences, with 53% of Australians and 44% of New Zealanders more likely to trust companies that offered a consistent approach across channels.

Preferences also varied by generation, with Silent Generation respondents (aged 79 to 97) most likely to favour email (48%), while only 39% of Generation Z chose email as their first choice. Print communication was the least preferred overall, at 12%.

Digital forms crucial for engagement

Form filling remains a significant cause of customer frustration. Two-thirds of respondents said they would abandon a business if the data intake process proved too onerous, underscoring the importance of simplicity and speed. A large majority (90%) cited these as their top priorities when completing forms.

Guided digital forms were preferred by 63% of all consumers over fillable PDF documents. There was strong support for digital data collection options, with 80% of Australian and 74% of New Zealand respondents favouring digital processes over those requiring printing, scanning, or mailing.

"The data is clear: consumers are ready to see what AI can do," said Leigh Segall. "Organisations have an opportunity to use this groundbreaking technology to create outstanding customer experiences that exceed consumer expectations. Our research shows them where to start, by orchestrating smarter omnichannel experiences."

Additional detailed findings, charts, and analyses are available through Smart Communications' digital resources, providing insights by industry, region, and demographic groups. The research was carried out online with a nationally representative audience of customers from the insurance, financial services, and healthcare sectors in the US, UK, APAC—including Australia and New Zealand—and German-speaking markets.