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Best Practices for Digital Customer Experience (DXE) in APAC

October, 2018

The consumer’s expectations on the mode of communication with organisations has transformed rapidly, and in turn, businesses have had to adapt quickly. With increasing use of mobile devices and improving network connectivity, customers have been increasingly shifting from the traditional means of communication to “on-the-go” modern digital platforms, such as through chatbots and social media. Further exemplifying this in perspective to the APAC region, is the fact that – over 2.5 billion people or approximately 60% of the APAC population, are accounted to have used mobile device as their first platform to connect to the internet.

Rapidly evolving customer behaviour amplified by the diversity of customers across Asia Pacific (APAC) are also amongst the biggest challenges that business leaders face in the region. Thus, to adapt to the dynamic customer journey, organizations operating in the APAC region must carefully address the following schemas while formulating their digital transformation strategies for enhanced customer experience –

  1. Prioritizing customer interests with right plans and processes in place to enable proper understanding and articulating appropriate client expectations throughout the client engagement lifecycle

Current scenario in APAC -

  • Negative trend: Less than 20% of the customer experiences in the region are at par with global standards

  • Positive future outlook: More than 80% of the CXOs and marketing heads believe that customer experience management (CEM) is improving in the region with increased budgets allocated for CEM activities

  1. Adopt multi-channel communication strategy built carefully to provision an omni-channel experience to the customers. This can only be realised if the channel strategies are not built in silos and have advanced digital platforms that can seamlessly aggregate communications from across channels.

Current scenario in APAC

  • Negative trend - Majority of the CEM responsibility is on a single person, with over 50% onus of CEM being on customer support executives and about 20% pressed upon marketing heads. This trend has resulted in –

    1. Almost 60% of the multi-channel environments being faced with inconsistencies in experiences across channels

    2. Over 55% of the customers are lost with negligence in customer journey management

  • Positive future outlook - More than 90% of the organizations plan on integrating continuous feedback data as input for R&D as well as product & service design and delivery to enhance customer experience throughout their journey

  1. Real-time personalised customer recommendation is essential to create customer delight and thereby increase up-sell and cross-sell potential. However, it must be noted that irrelevant referencing and directives can easily increase the risk of losing customers. Thus, it is essential that a stringent process be in place for quality assessment of the data gathered about the customer behavioural patterns or else the machine learning based predictions can be misleading. Moreover, with increasing privacy concerns permeating in the APAC region, it is essential that organizations stride in this area with an ethical and transparent plan.

Current scenario in APAC

  • Negative trend - Data Privacy is the least focused area in the APAC region and with plethora of customer data floating around, there has been an increasing emphasis of the compliance auditors to mitigate risks of misuse or unauthorised access to these data. The region witnessed one of the highest ransomware attacks over the past couple of years which instantiates the need for stringent compliance and security measure with zero tolerance or zero trust architecture.

  • Positive future outlook - Association such as the Federation of Indian Chambers of Commerce and Industry (FICCI), National Association of Software and Services Companies (NASSCOM), Association of Professional Social Compliance Auditors (APSCA), and International Information System Security Certification Consortium (ISC2) among other have initiated several campaigns in the region to spread awareness and also certify professionals to mitigate cyber risks from the growing digital transformation trend across the APAC region.

- Shiladitya Chaterji
Senior Analyst,
Infoholic Research