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 futu
Trang 1A 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%of
Japanese 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 initiatives
CEO most likely to have direct control
COO CMO CFO CEO CIO LOB
LEADER
35% China & Hong Kong
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-Pacific have the
CEO 58%
LEADER LOB
South-east Asia & Australia & NZ
South-east Asia
Australia & NZ
China & Hong Kong
Japan
Lack of clear objectives and insufficient funding
Lack of senior leadership is stopping Japanese companies from getting over the initial hurdles of implementation
33%Japan
A definition of customer experience
Customer experience (CX) encompasses
each and every interaction a customer
has with a company and its products
Measure success More profitable
Better customer experience
Increase CX investment more than 10%
CEO leads
CEO in charge
Better revenue growth
0%
66%
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
Trang 239% 39% 39%
45%
40%
60%
53%
Increased sales
South-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 CEO
China & Hong Kong CIO
Past 3 years Next 3 years
>25%
About the same
Decrease
1- 10%
10 - 24%
South-east Asia Australia & NZ China & Hong Kong Japan
Asia-Pacific more likely to measure
success of customer experience initiatives
than Europe or North America;
China & Hong Kong (78%) most likely
to measure, Japan (48%) least likely
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
How has your organisation’s total investment in CX changed?
Customer retention
Australia & NZ 39%
China & Hong Kong 65%
LEADER
Primary benefits of CX
Asia-Pacific 66%
Latin America
67%
North America
51%
Europe 59%
LOB
CEO
CIO
South-east
Asia
Face-to-face communications
Australia
& NZ Hong KongChina & 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
23
Online assistance support
39
16
Social media
84% of companies
in China & Hong Kong will boost investment
by more than 10%
Social Media will remain an important channel in Asia Pacific
Are you social?
Measuring CX
How CX is measured depends on who is doing the measuring