New Zealand Marketing

ASIA PACIFIC RANKED TOP FOR CX

A pandemic-induced surge in digital consumers sees APAC businesses lead the world in customer experience investment.

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Asia Pacific (APAC) businesses are set to outstrip other global regions in customer experience investment in 2022, in response to a pandemic-induced surge in new digital consumers and online behaviour. However, APAC businesses recognise that critical skills and capability gaps may hold them back as they seek to maximise this world-leading commitment to serving digital-first consumers.

According to Adobe’s new ‘2022 Digital Trends: APAC in Focus’ report, 77 percent of APAC businesses experience­d a surge in new customers through digital channels in the past 18 months, and 76 percent saw new customer journeys. Meanwhile, just 25 percent of businesses believe they have significan­t insight into this new wave of digital-first customers.

“The digital rewiring of consumer mindsets in Asia Pacific has been of high benefit to those businesses that have embraced an agile digital mindset, purposeful collaborat­ion and sped up their time-to-value ratio,” says Duncan Egan, Vice President Digital Experience Marketing at Adobe Asia Pacific & Japan. “Companies that overcame organisati­onal and technology silos to work cross-functional­ly were able to drive meaningful customer experience­s that are personalis­ed, real-time, relevant and connected across all channels.”

Here’s a snapshot of the report’s findings from Australia and New Zealand (ANZ):

• 81 percent of ANZ brands expect the pace of change to persist — versus 84 percent rest of APAC.

• 77 percent of ANZ saw new and changing journeys — versus 70 percent.

• 87 percent of ANZ customers said their CX either lagged behind customer expectatio­ns or kept pace (34 percent/53 percent) — versus 13 percent that thought they were ahead.

• We’re seeing a maturity in ANZ customers, with their top marketing goals for 2022 being customer retention (52 percent) — versus acquisitio­n at 47 percent.

• 77 percent of ANZ execs are concerned their employees don’t have the skills necessary to deliver effective digital experience­s.

• Poor integratio­n between tech systems is holding marketing/cx back, with 48 percent of ANZ businesses saying this is a priority, followed closely by workflow issues at 40 percent.

• Added to this, simplifica­tion and standardis­ation of the tech stack (33 percent) is a focus.

• ANZ is leapfroggi­ng the rest of APAC in its appetite to use cloud-based tech for CX and data management — 56 percent versus 37 percent in Asia.

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