5 CX trends APAC brands are following

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    Recent CX network According to a report, 59% of businesses in Asia Pacific (APAC) are increasing their investment in customer experience management to meet consumer requirements.

    As customer expectations in APAC continue to evolve, it has become imperative for brands to stay on top of the latest CX trends if they want to remain competitive and maintain market share.

    In this article, we explore five of the current CX trends making waves across the APAC region.

    Personalization is at the heart of our CX strategy

    Customers increasingly expect personalized experiences. for example, Survey by Instapage74% of customers are frustrated when website content is not personalized.

    Through personalization, businesses can reach out to specific customers by tailoring their messages and products in a way that shows they understand consumer preferences, priorities and values, resulting in increased engagement and building loyalty. You can target your customers.

    According to KV Dipu, senior president of Bajaj Allianz General Insurance, businesses can leverage customer data to create this emotional connection.

    “Credit card companies can highlight that a particular lunch bill was a birthday celebration event and turn a simple transaction into an opportunity for emotional engagement through personalization,” he explains. increase.

    Recent McKinsey & Company Analysis of Asian Insurers’ Digital Capabilities We found that the majority created large grouping segments or customer profiles based on demographics, life stages, and measures of customer value. As a result, there are many products that offer products with customized messages that reflect the customer’s age, gender, location, and past behavior.

    of CX networkof CX Personalization at APAC 2022 David Wray, senior director of global accounting and reporting at Huawei, recommends that enterprises store all data in repositories such as cloud environments and data lakes.

    “This allows us to start extracting value from data, whether it is structured or not. [in the form of] Intelligent analytics insights,” said Wray.

    AI is helping APAC firms meet growing customer expectations

    AI automation is fast becoming a popular tool, used in the APAC workplace where chatbots are frequently implemented to improve and enhance CX.

    computer weekly Citing Zendesk’s latest CX Trends survey, 64% of companies in Asia Pacific report notable improvements in AI and chatbot performance over the past year. This shows that technology is becoming more human and natural for interaction.

    Customer expectations are also rising, according to the same survey, with 73% of APAC consumers expecting chatbots to provide services on par with human assistants.

    In response to such consumer demands, Australian banking and financial services companies Westpac builds conversational AI into CX.

    David Walker, group chief technology officer at Australian bank Westpac, told McKinsey & Company: “This is complicated in the chatbot business, so we co-built this state-of-the-art ‘brain’ to make this possible. ”

    Walker claims that this feature, built with the help of Kashisto, is a first in the world.

    Other companies have taken a more complex approach.of CX networkof Contact Center APAC Expert Insights eBookAccor Plus Pacific Member Services Director Christopher Douglas reveals how the hotelier combined AI-assisted chat with agent interaction and self-service.

    Since implementing Accor’s omnichannel model, customer satisfaction has increased by 23 basis points, with the new channel delivering the highest satisfaction and highest efficiency, Douglas said.

    More and more APAC consumers are entering the metaverse

    according to Fabio MoioliMicrosoft’s head of consulting and services, the Metaverse, describes it as “a network of interconnected virtual worlds that offer a wide range of choices and options for the user’s experience.”

    Using technologies including (but not limited to) virtual reality (VR) and augmented reality (AR), the Metaverse is already providing consumers with immersive experiences. The deep connections formed in the Metaverse provide his APAC business with many engagement opportunities to enhance their CX strategy.

    Recent Yahoo research Provided insight into APAC customer expectations surrounding the metaverse. A survey of 15,000 people aged 13 to 65 in Australia, New Zealand, Japan, Singapore, Hong Kong and Taiwan found that 60% of respondents wanted to know more about brands entering the Metaverse and pay more attention to the event. I answered that I would like to pay for or products.

    There is evidence that companies are responding. Twinbit’s Current State of CX Report 2023For example, we’ve seen an increase in metaverse adoption by brands in the APAC region.

    One of these brands, Hong Kong hospitality group Regal Hotels International, meta greena virtual metropolis using a sandbox platform.

    Philip Chau, Vice President and Head of Marketing Group, Regal Hotels International, said: Trends in CDOs Customer initiatives have shaped the loyalty program, aimed at providing immersive experiences for young, tech-savvy online consumers, with offline rewards designed to return to the physical hotel experience.

    “This loyalty program is one of our new initiatives to grow the company’s digital footprint, but we are also building marketing automation around them to drive results, not just noise,” he said. says.

    Measuring CX is moving from quantitative to qualitative across APAC

    According to Balaji Raghunathan, Vice President of Technology and Digital Experience at ITC Infotech, current efforts towards measuring CX in the APAC region are moving from a quantitative approach to a qualitative one.

    and Economic Times CIO In an interview he said: [is measuring] Your effort score. So it’s a matter of how easy it is for customers to find the product they want and move in that direction. Customer lifetime value also helps keep customers happy and will play an important role in the future. ”

    in the same conversationKirti Varun Avasarala, chief product officer of online shopping platform Meesho, has expressed his view that looking at Net Promoter Score (NPS) as an overall CX metric is insufficient for large-scale operations. [each metric] in all possible cohorts’.

    Similarly, martecasiatech journalist Lorraine Resuello pleads with the APAC CX team to “stop worrying about NPS so much.”

    Instead of asking customers, “How likely are you to recommend our products and services to family and friends?” I suggest that you ask

    • what have we done well?
    • what can be improved?
    • What experiences made you feel your business was valued?

    “It only takes a minute or two to answer an NPS question, but asking more relevant questions is key to getting the real answers to measuring true CX,” says Resuello. advises.

    Robots are (finally) joining the CX party

    Yes, it’s a real robot. Over the last 100 years, the idea of ​​the human world being augmented by the practical abilities of physical androids has moved from fantasy to novelty to reality.

    This concept has led to major technological advances and robot examples such as: Pepper from Softbank Robotics, Hitachi’s EMIEW3and LG Electronics CLOi.

    Robots may not yet rule the world, but Change the face of customer serviceaccording to harvard business review (HBR).

    write in HBR, Alicia A. Grandey and Kayley Morris, explain that robots in customer service settings are more common in Asia than elsewhere in the world. They are, Journal of Applied Psychology It was used Japan’s first robot-staffed hotel as a context.

    According to the authors, online satisfaction ratings by hotel guests found that “interactions with service robots evoke mostly positive emotional responses, such as around an anthropomorphic ‘cute’ robot as a welcome agent.” . A robot that provides room service. ”

    In August 2022, Japan’s Kansai Airports Kobe conducted a field trial using remote interactive robots for customer service.

    As part of the Moonshot Research and Development Program conducted by CyberAgent’s research and development organization, AI Lab, and the Graduate School of Engineering Science, Osaka University, the project involves deploying remote interactive robots in airport stores to communicate with customers. Provided services and recommended products.

    The aim was to make the customer’s shopping experience more enjoyable and contribute to the promotion of products. future travel experience.


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