The value of customer experience in the digital age APAC version

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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 3 years

CEO leads

13%
44%
CEO in
71% charge

31%
31%

NEXT 3 YEARS

Increase CX investment more than 10%

70%

%
2
8

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 4 in 5 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 3 years (%)
South-east
Asia

Australia
& NZ

China &
Hong Kong

Japan

53

61

49

32

Past 3 years

84% of companies
in China & Hong Kong
will boost investment
by more than 10%

Next 3 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
to understand how the
C-Suite values customer experience
in today’s digital age

Customer lifetime value
Return on investment
Revenue improvement

LOB
LEADER