Businesses in the Asia Pacific region are “set to outstrip other global regions in customer experience in 2022”, according to a new report by Adobe.
The report, which was published prior to the ongoing war in Ukraine, cites COVID-19-induced changes to consumer mindsets and the rising share of purchases made in a digital environment as the two main drivers behind investment.
The report was published Consumers in the Asia Pacific region have reportedly undergone a “digital rewiring”, embracing the digital lifestyle and focusing on a digital and mobile-first approach to purchasing. “Companies that overcame organizational and technology silos to work cross-functionally, were able to drive meaningful customer experiences that are personalized, real-time, relevant and connected across all channels”, commented Duncan Egan, VP of Digital Experience Marketing at Adobe Asia Pacific & Japan.
APAC businesses have stepped up CX management investment more than any other region, with a reported 59% of businesses investing in digital CX and 60% looking to invest in customer data technology in the near future. This edges ahead of North America and Europe, with 57% and 53% of organizations respectively reported to be investing heavily in CX management.
The high levels of investment in the APAC region may be driven by lacking organizational capabilities, however, with 83% of APAC business leaders stating that their business does not have the necessary skills needed to secure a future in the digital space they now are forced to occupy. Furthermore only 40% of APAC leaders saw hybrid or remote working as something to embrace, compared to the average of 70% globally.
APAC CX investment, is it a boost that will drive the region into becoming a digital all-star, or merely a means by which to catch up to the rest of the world? We’ll see.