the value of customer experience in the digital age - apac version
Post on 31-Jul-2015
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A growing number of C-suite executives in the Asia-Pacific region will prioritise investment in customer experience over the next 3 years
Companies in Asia-Pacific who prioritise future investment in customer experience gain a range of benefits over those who don't prioritise
More than 4 in 5 companies believe that their customers would view their overall customer experience positively
Only 30%ofJapanese companies
value CX as‘very important’
Where does your CX responsibility lie?
Globally 72% of CEOS believe they own the CX initiative but only 27% of senior execs believe the CEO leads it
Major barriers to implementation
Leaders of CX initiativesCEO most likely to have direct control
COO CMO CFO CEO CIO LOBLEADER
35%China & Hong Kong
9%9%
14%
39%
12%
3%
82%NOW 57%
NEXT 3 YEARS 62%
45%South-east Asia
33%Australia & NZ
49%China & Hong Kong
Lack of cross-organisational control
CIO
However 86%of CEO’s in
Asia-Pacifichave thefinal say
29%Japan
CEO
58%
LEADERLOB
South-east Asia & Australia & NZ
South-east Asia Australia & NZChina & Hong KongJapan
Lack of clear objectives and insufficient fundingLack of senior leadership is stopping Japanese companiesfrom getting over the initial hurdles of implementation
33%Japan
A definition of customer experienceCustomer experience (CX) encompasses each and every interaction a customer has with a company and its products
Measure successMore profitable
Better customerexperience
Increase CX investment more than 10%
CEO leads
CEO incharge
Betterrevenuegrowth
0%
66%
68% 71%
71%
43%
70%
57%
13%
44%
31%31%
31%
38%
Request a copy of the full research from marketing.apac@genesys.com to understand how the C-Suite values customer experience in today’s digital age
39%39%39%
47% 47%45%
40%
60%
53%
Increased salesSouth-east Asia 45%Japan 35%
Customer satisfaction score
Customer retention rate
Measurement tools
Customer acquisition cost
Revenue improvement
Return on investment
Customer lifetime value
Customer retention rate
Customer effort score
Customer satisfaction score
Region Most likely led by
South-east Asia CEO Australia & NZ CEOChina & Hong Kong CIO Japan LOB leader
Past 3 years Next 3 years
>25%
About the same
Decrease
1- 10%
10 - 24%
South-east Asia China & Hong KongAustralia & NZ Japan
Asia-Pacific more likely to measuresuccess of customer experience initiatives
than Europe or North America; China & Hong Kong (78%) most likelyto measure, Japan (48%) least likely
Request a copy of the full researchfrom marketing.apac@genesys.com
to understand how the C-Suite values customer experience
in today’s digital age
How has your organisation’s total investment in CX changed?
Customer retentionAustralia & NZ 39%
China & Hong Kong 65%
LEADER
Primary benefits of CX
Asia-Pacific 66%
Latin America 67%
North America51%
Europe59%
LOB
CEO
CIO
South-eastAsia
Face-to-face communications
Australia& NZ
China &Hong Kong
Japan
Customer journeys which include remote and in-person channels are very important
today and in the next 3 years (%)
21
16
48
36
51
70
35
26
Web self-service
48
34
29
33
54
24 32
23
Online assistance support
39
39 33 59 19
1621 68
Social media
53 61 49 32
53 45 35 26
84% of companiesin China & Hong Kongwill boost investment
by more than 10%
Social Media willremain an important
channel in Asia Pacific.Are you social?
Measuring CXHow CX is measured depends on who is doing the measuring
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