72% Of Kiwi Consumers Say Brands Don't Keep Their Promises

Scoop

2 days ago

Nearly three-quarters (72%) of Kiwi consumers say companies are failing to live up to the promises they make, a new report has found.
The Brand Experience Gap study, produced by tech-powered creative group Accenture Song, measures the 'gap' between what brands promise to deliver versus what customers actually experience. The study, now in its second year, examined 65 brands across six sectors in New Zealand.
This year's result showed a slight increase from 2024 (71%). Like last year, financial services providers performed the best, with an experience gap of 63%. This means that 63% of financial services customers don't believe their main provider delivers on their promises.
A third (33%) of financial services customers said having reasonable fees and interest rates is one of the biggest areas for improvement.
Media and entertainment companies (such as content streaming services) fared the worst, with an overall experience gap of 79%. The main areas for improvement included users being able to manage and customise content (81%) and content being regularly refreshed so it doesn't get boring (78%).
Across all sectors, the areas where consumers found the biggest gaps were feeling valued and recognised by brands (79%), the brands positively contributing to society (78%), and having the latest technology to make dealing with them easier (77%).
Other sectors analysed in the study, and their brand experience gaps, include 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.'
About the Brand Experience Gap research:
The Brand Experience Gap study measures the 'gap' between what brands promise they deliver to their customers, versus what their customers actually experience.
Respondents were asked nine statements representing universal brand values (e.g. 'They are simple & easy to deal with' and 'I feel valued and recognised by them'), as well as sector-specific attributes (e.g. 'They actively protect me against fraud' for financial services brands). The gap between what companies promised in their communications and what their customers experienced was measured for each sector as a whole, as well as the individual brand values within each sector.
A total of 1,527 respondents were surveyed in New Zealand in 2025.