A prism is known to separate the light that passes through it into different colours.
Similarly, in today’s businesses, that same role of the prism is acted upon by Customer Experience (CX) to propel and uplift brands & businesses to deliver that colour and appeal in the marketplace. Customer Experience can communicate the brand values, making the needed impressions and in the process to help consumers make that choice!
The Asia Pacific region has matured into the age of transformation where Customer Experience becomes the business model. It is clearly understood that superior customer experience raises the qualitative aspects of the brand and drives business growth (through both recommendations and repeat purchases) as well. It is no longer is a fad but an everyday talking point in every good organization and for every aspiring one too.
Despite the high acceptance of the CX concepts across the board, there is still much struggle in having them implemented & delivered – the enterprise-wide approach to include brand, product, channels and service into the overall CX framework can be better performed. Whilst the aim is there, the ability to put the concepts into action is somehow falling short. Organizations are dealing with some pertinent issues in digitalization, people & culture as well as organization structures of marketing & distribution.
With industry revolution 4.0 and the age of digital bringing possibilities across every country & market in APAC; the maturity in leadership, strategy and investments must grow in tandem in order to optimize those opportunities into value for the end-users, for greater customer experience.
The great stories and myth of Disney, Ritz-Carlton and Zappos are still an aspiration to many in this region.
Hence, many discussions continue in the following form:-
- Who owns Customer Experience in the company?
- What goes into the business case of a typical CX type initiative?
- How do we present a good ROI?
- How do we make these digital related decisions to operationalize customer experience?
- Where do we start? Culture? Mind-set? Business Processes? Tools & Application? Skills?
- Do we know our customers? Insights? Do we apply data science enough?
- Where does Industry 4.0 take us to?
