CMO Brief­ing

User ex­pe­ri­ence (UX) will be shaped by Ai-led dig­i­tal so­lu­tions in the dig­i­tal mar­ket­ing world.

Singapore Business Review - - CONTENTS -

When Qualtrics com­mis­sioned a sur­vey in user ex­pe­ri­ence (UX), it found that four in five cus­tomers in the Asia Pa­cific (APAC) re­gion would im­me­di­ately switch brands upon poor UX. As on­line en­gage­ment in­creases and dig­i­tal­i­sa­tion sweeps South­east Asia, cus­tomers are find­ing more about the best brands and on­line plat­forms avail­able for their spe­cific needs, pos­ing a huge chal­lenge to mar­keters and their firms’ dig­i­tal so­lu­tions.

Benny Chow, chief mar­ket­ing of­fi­cer, Fire­fly Pho­tog­ra­phy SG, said that a firm’s UX strat­egy must be able to pro­vide users with a seam­less, fric­tion­less dig­i­tal ex­pe­ri­ence across many chan­nels and plat­forms that can be read­ily aligned with users’ day-to-day ac­tiv­i­ties. “To­day’s con­sumers are tech-savvy, smart, and con­stantly look­ing for in­stant grat­i­fi­ca­tion. Users now look be­yond qual­ity con­tent, which is why UX el­e­ments such as the in­ter­face, us­abil­ity, and speed hold sig­nif­i­cant weight. A brand is highly likely to lose po­ten­tial busi­ness if it does not pro­vide a seam­less and pleas­ant UX,” added Clara

Low, mar­ket­ing man­ager, Quorier.

Where UX meets AI

With more com­pa­nies em­brac­ing ar­ti­fi­cial in­tel­li­gence (AI) and ro­bot­ics in their op­er­a­tions, mar­keters must be able to come up with a UX strat­egy that can eas­ily adapt to the fast-paced world of dig­i­tal­i­sa­tion. From book­ing a taxi app through Siri to dis­cov­er­ing the best res­tau­rants through a chat­bot, users in APAC, par­tic­u­larly in South­east Asia, are fast see­ing the growth and in­no­va­tion in Ai-led dig­i­tal so­lu­tions and dig­i­tal mar­ket­ing.

Qualtrics also found that al­most half of users in Sin­ga­pore and Hong Kong would be sat­is­fied deal­ing with an or­gan­i­sa­tion staffed by AI. Mar­keters have in fact gone be­yond that user ex­pec­ta­tion by di­rect­ing UX to be more re­sponse-based. Chow added that dig­i­tal mar­ket­ing will soon be all about re­spon­sive­ness, wherein chat­bots and plat­forms are not only quick to re­spond, but are also highly-re­li­able and ac­cu­rate in their an­swers.

Fur­ther­more, mar­keters must be able to un­der­stand the user ex­pe­ri­ence for new prod­ucts, web­sites, mo­bile apps, and pro­to­types. Ac­cord­ing to Foo Mao Gen, head of South­east Asia, Qualtrics, mar­keters must make in­formed de­ci­sions by test­ing var­i­ous as­pects of prod­uct de­sign; dis­cover, op­ti­mise, and eval­u­ate the gen­uine UX; un­der­stand each user in­ter­ac­tion prior to con­ver­sion; and nail the de­sign and ex­pe­ri­ence early in a prod­uct’s life cy­cle.

“Mil­len­ni­als in South­east Asia are be­com­ing a key tar­get de­mo­graphic for mar­keters. They are amongst the fastest in the world to adopt mo­bile tech­nolo­gies. Cru­cial to a cus­tomer ex­pe­ri­ence pro­gram is the abil­ity to col­lect feed­back from con­sumers through mul­ti­ple mo­bile cus­tomer touch points. Once this feed­back is col­lected, mar­keters need to be able to re­spond to con­sumers in re­al­time. With this gen­er­a­tion be­ing ac­cus­tomed to the norm of in­stant feed­back, if the brand is not re­spond­ing within the same day, they may lose them to their com­peti­tors,” Foo added.

Seam­less in­te­gra­tion

Mar­keters are also ex­pected to seam­lessly in­te­grate pay­ments in their UX strat­egy. Chow said that just by mak­ing pay­ments eas­ier through one-time pins and less “progress bars”, firms are al­ready max­imis­ing their UX. Low of Quorier added that mar­keters should note that UX is also highly vis­ual, hence they must be ready for trends such as mov­ing graph­ics, ty­pog­ra­phy, short clips, bold and loud con­tent, and op­ti­mised nav­i­ga­tion tools.

“Con­sumers are chang­ing the way they re­search and buy prod­ucts. Hence, or­gan­i­sa­tions should be clear about pos­si­ble obstacles, sources of mo­ti­va­tion, or what drives sat­is­fac­tion. Con­sis­tently ty­ing jour­ney per­for­mance, in­stead of one-off in­ter­ac­tions, to ac­tions, will help or­gan­i­sa­tions de­liver a more per­son­alised cus­tomer ex­pe­ri­ence that in turn will en­cour­age loy­alty and re­peated pur­chases,” Foo added.

The con­nec­tion is clear be­tween a com­pany’s UX strat­egy and its ROI. In fact, UX strate­gies in dig­i­tal mar­ket­ing have be­come a pre­req­ui­site for brands in or­der to keep up with, if not ex­ceed, user ex­pec­ta­tions. How­ever, mar­keters and their firms should not be im­pul­sive in rolling out so­lu­tions. Foo said by per­form­ing spe­cific UX re­search, mar­keters are able to un­der­stand, eval­u­ate, and op­ti­mise cus­tomer ex­pe­ri­ence, thereby sav­ing time, money, and ef­fort from de­vel­op­ing the wrong prod­uct.

Dig­i­tal mar­ket­ing will soon be all about re­spon­sive­ness, wherein chat­bots and plat­forms are not only quick to re­spond, but are also highly-re­li­able and ac­cu­rate in their an­swers.

Foo Mao Gen

Benny Chow

Clara Low

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