Qualtrics, the leader in experience management software, has released its inaugural study on Customer Experience (CX) in Asia Pacific. Surveying 1,100 consumers across Singapore, Hong Kong, Australia and New Zealand, the study titled “The Asia-Pacific Region’s Changing Customer Experience Environment” reveals differing consumer perceptions in various markets and highlights the top 10 CX trends across the region.
CX has increasingly become a key differentiator for top Asia Pacific brands and can make all the difference between an organisation’s success or failure. Yet the reality remains that brands are still missing the mark with 80 percent of CEOs believe they are delivering a superior experience and only 8 percent of customers agree, according to Bain & co.
“Consumers in Asia Pacific have a wide variety of choice and if they do not like the service an organisation delivers, they will simply find another organisation that does it better. Ultimately, brands need to understand that nailing customer experience management can generate immense rewards, while getting it wrong will result in loss of customers, decreased revenue, reduced market share and even a damaged brand reputation.”, said Bill McMurray, Managing Director of Asia Pacific and Japan at Qualtrics.
With 63% of business leaders in Southeast Asia having listed CX as their top business priority, according to Forrester, more businesses in the region will recognise the need to increase their efforts across all customer touchpoints, and international companies will also need to pay more attention to localising their customer management initiatives. The study reveals these top ten CX insights across Asia Pacific:
Customers demand action – Approximately 75 percent of Singaporean and Hong Kong consumers indicated that it is very or extremely important for organisations to respond to their feedback, markedly higher than Australia (64 percent) and New Zealand (52 percent).
Ignoring feedback is a fireable offence – An average, 39 percent of respondents in the Asia Pacific region are unlikely to continue doing business with an organisation that does not respond to their feedback. Singaporeans are the most unforgiving – only 23 percent are likely to continue using that brand if their feedback is ignored.
Fix it the first time – Just 2 percent of respondents feel that first-time resolution is anything less than moderately important. Some of the top frustrations cited are having to ask for the same information multiple times, and not having issues resolved the first time.
Respond today, not tomorrow – Nearly half of all respondents (46 percent) expect a response from an organisation within the same working day. Hong Kong customers appear to be more demanding, with 68 percent expecting brands to reply to their feedback on the same day.
Beware of the experience gap – Organisations must prioritise minimising the amount of effort customers exert to have their issues resolved. Companies must learn what customers’ value most in the experience you provide to them and then ensure that these aspects are executed at the highest level.
Make customers believe – Make sure your consumers know that you are listening and acting on their feedback. While Asia Pacific customers are keen to provide feedback, with 83 percent being likely to complete a customer experience survey from an organisation they deal with, 37 percent of these customers are uncertain as to whether organisations listen to and act on it.
Invest in the online experience – Online processes and offerings makes organisations more efficient and enable rapid, effective scaling. Results show that more than half of Asia Pacific customers (58 percent) are open to making the leap to online-only offerings.
Be one easy call away – While customers are more open to online channels for services and feedback, brands should still make it a point to have their phone numbers readily available to customers in the case they feel they need to contact the organisation. 84 percent of customers thought it was important to have a company contact number on the homepage or within a single click of it.
Put security first – Customers do not always “see” your security, but they want to know that it is there. Walk the fine line of having publicly accessible information about the company’s security measures, without revealing too much information to potential data thieves. 87 percent of the respondents believe that it is very important to be able to trust organisations with their customer data.
Welcome new technology – 48 percent of customers would be satisfied dealing with an organisation staffed by artificial intelligence. However, companies must understand which customer experiences to optimise through technology versus the human touch.
When it comes to consumers’ preferences in Singapore, locals ranked service (22 percent), quality of product (21 percent) and value for money (18 percent) as the top three attributes they value when dealing with an organisation. In terms of communicating with a brand, Singaporeans listed email (49 percent) as their preferred mode of interaction over other channels such phone (23 percent), online chat (15 percent) or face-to-face (13 percent).
On the other hand, the majority of Hong Kong consumers found the product quality to be far more important (55 percent), followed by service (54 percent), and trust (43 percent). In contrast, they prefer to interact with an organisation via phone (31 percent), instead of email (30 percent), face-to-face (20 percent) or online chat (18 percent).
For most brands, creating a positive experience for existing consumers is the key to customer acquisition and retention. Qualtrics believes that companies are witnessing an “experience gap” – which is referred to as the gap between the experience that companies believe they are delivering and the experience their customers are actually receiving. Businesses today are awash with operational data (O data), which tells you what has happened. What they need to start collecting is experience data (X data), which will allow them to garner insights into why things are happening. Having both data sets will allow companies to reduce the experience gap and hence, positively impact the operational metrics of the business.
The multi-country customer survey was conducted online across four Asia Pacific markets, namely Singapore, Hong Kong, Australia and New Zealand. Nationally representative samples of customers were obtained in each country, with fieldwork taking place in January 2017.
Source: thetechrevolutionist.com; 2 August 2017