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Are APAC companies giving you the best customer experience?

APAC businesses see customer experience (CX) as a main driver of consumer trust and loyalty and it is currently a board-level priority

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Akashdeep Arul
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Are APAC companies giving you the best customer experience?

When it comes to customer service, there is a big disconnect between consumers and businesses across Asia Pacific (APAC) after companies have failed to understand their problems and resolve them efficiently.

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More than half of consumers in APAC placed a premium on a company’s ability to respond quickly and solve their issues at first interaction. Yet only 41% of businesses in the region prioritized being quick to respond to requests, and only 30% for first-contact resolution (FCR), Genesys reported.

Increasingly, APAC businesses see customer experience (CX) as a main driver of consumer trust and loyalty and it is currently a board-level priority for more than half 63% of regional companies. With consumers today believing a company is only as good as its customer service, it is clear that CX can be a significant business advantage when done well.

Yet, the fact that resolving a customer’s issue quickly, and on the first attempt, is not a priority for more than more than half of APAC businesses demonstrates a significant gap in delivering the experiences consumers have come to expect.

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In shedding light on consumer preferences, organizations should evaluate how they are meeting consumer expectations to shift thinking from company-centric outcomes to customer-centric experiences.

“Customer satisfaction today relies less on price or availability, but how quickly companies can resolve challenges during their first time engaging with the customer. Long term brand loyalty will also rely on the ability to orchestrate and deliver impactful customer experiences that make the customer feel understood and valued throughout that exchange,” Assaf Tarnopolsky, senior vice president, APAC, Genesys, said.

Customers in APAC worry about the business’ ability to listen as their most important attribute. With curated content from platforms like Instagram and TikTok at their fingertips, consumers have come to expect that brands understand them and are paying attention to their likes and dislikes.

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Tailored experiences steeped in empathy – the ability to listen and understand the needs of the customer – are being rewarded with brand loyalty and advocacy. When APAC consumers feel they have had a personalized experience, more than 80% said they would purchase additional or repeat items and 82% recommend the company to a friend, according to a report Genesys.

Telephonic customer service remains the most-used channel among APAC consumers, but digital channels are surging. The number of consumers interacting with customer service through messaging, mobile apps, chatbots, social media and video calling are increasing.

However, satisfaction among APAC consumers with digital channels (approximately 30%) remain lower than voice-based channels (34%). As a result, there remains a clear preference among APAC consumers for voice-based channels (74%), trailed by mobile messaging (69%), email (52%), web chat (38%), and website/forum outreach (13%).

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With smartphones and computers being the most used devices for CX, organizations will need to develop the right capabilities to orchestrate impactful CX in an increasingly digital landscape.

Great CX leads consumers to become brand advocates on social media. Consumers in APAC have turned to social media to praise companies for positive customer experiences. In addition to calling out a great experience, 30% of APAC consumers would also highlight exceptional effort a company makes to create impactful experiences.

From increased headcount and budgets to rapid digital growth, to expanding capabilities and more, the report reveals an increased focus on customer-centric experiences as a business advantage.

Equipping agents with innovative tools that improve the employee experience is a priority. Businesses continue to invest in new technologies to better orchestrate the CX.