AUCKLAND, Today: Most Kiwi consumers aren’t convinced brands keep their word. According to a new report, 72% say companies fail to live up to their promises.
The Brand Experience Gap study, released by Accenture Song, tracks the difference between what brands promise and what customers actually get. Researchers examined 65 brands across six industries in New Zealand.
This year’s numbers were almost unchanged from 2024. Financial services again performed best with a 63% gap, still meaning nearly two-thirds of customers don’t believe their provider delivers on promises.
A third of financial services customers pointed to fees and interest rates as the biggest area needing improvement. Media and entertainment brands fared the worst with a 79% gap. Customers want more control over content (81%) and fresher updates (78%) so things don’t get stale.
Across the board, the biggest gaps were around being valued (79%), brands contributing positively to society (78%), and access to the latest technology (77%).
“Customers are demanding more from the brands they deal with, and rightly so. In an increasingly complex business environment, companies simply can’t afford to promise what they can’t deliver.” – Storm Day
Other sectors fared similarly: general insurance (71%), telcos (72%), utilities (68%), and travel and tourism (76%). Storm Day, NZ Lead at Accenture Song says, “Customers are demanding more from the brands they deal with, and rightly so. In an increasingly complex business environment, companies simply can’t afford to promise what they can’t deliver.
“Again in 2025, we’re seeing a stubbornly high experience gap among brands in New Zealand. But this gap comes with an opportunity, as closing it is one of the best ways to build long-term customer trust.
“The key is to treat customer experience as a purpose-led growth driver, not just a budget line item. Sectors like financial services are holding steady because they’ve invested in owning the customer experience, along with the systems and strategies to support it.
“It’s also important to remember that your brand doesn’t exist in a vacuum. You might be closing gaps, but if your competitors are closing them faster, people notice that. Customers’ experiences are framed by all the organisations they deal with, not just those in your sector.
“That’s crucial, because customers don’t always complain – they simply don’t come back. They disappear silently, often to your competitors.
“By harnessing smart technologies like generative AI to deliver genuine organisational purpose, we’re on a mission to turn intent into action and close the gap.”
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