The value of customer experience in the digital age APAC version

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