Qualtrics’
New Asia Pacific Study Reveals Top 10 Customer Experience Trends That Will
Dominate the Region
Study offers key insights into the
region that will help brands elevate their Customer Experience management
region that will help brands elevate their Customer Experience management
Singapore – August 2, 2017
– Qualtrics, the leader in experience management software, has released
its inaugural study on Customer Experience (CX) in Asia Pacific. Surveying
1,100 consumers across Singapore, Hong Kong, Australia and New Zealand, the
study titled “The Asia-Pacific Region’s Changing Customer Experience
Environment” reveals differing consumer perceptions in various markets and highlights
the top 10 CX trends across the region.
– Qualtrics, the leader in experience management software, has released
its inaugural study on Customer Experience (CX) in Asia Pacific. Surveying
1,100 consumers across Singapore, Hong Kong, Australia and New Zealand, the
study titled “The Asia-Pacific Region’s Changing Customer Experience
Environment” reveals differing consumer perceptions in various markets and highlights
the top 10 CX trends across the region.
CX has increasingly become
a key differentiator for top Asia Pacific brands and can make all the
difference between an organisation’s success or failure. Yet the reality
remains that brands are still missing the mark with 80 percent of CEOs believe
they are delivering a superior experience and only 8 percent of customers agree,
according to Bain & co.
a key differentiator for top Asia Pacific brands and can make all the
difference between an organisation’s success or failure. Yet the reality
remains that brands are still missing the mark with 80 percent of CEOs believe
they are delivering a superior experience and only 8 percent of customers agree,
according to Bain & co.
“Qualtrics is committed to
helping brands in Asia Pacific measure, prioritise and optimise the experiences
companies deliver across the four core foundational aspects of business –
customers, products, employees, and brands. This study offers a deep dive into
the region’s specific customer experience demands and offers key insights into
the evolving landscape,” said Bill McMurray, Managing Director of Asia Pacific
and Japan at Qualtrics. “Consumers in Asia Pacific have a wide variety of choice
and if they do not like the service an organisation delivers, they will simply
find another organisation that does it better. Ultimately, brands need to
understand that nailing customer experience management can generate immense
rewards, while getting it wrong will result in loss of customers, decreased
revenue, reduced market share and even a damaged brand reputation.”
helping brands in Asia Pacific measure, prioritise and optimise the experiences
companies deliver across the four core foundational aspects of business –
customers, products, employees, and brands. This study offers a deep dive into
the region’s specific customer experience demands and offers key insights into
the evolving landscape,” said Bill McMurray, Managing Director of Asia Pacific
and Japan at Qualtrics. “Consumers in Asia Pacific have a wide variety of choice
and if they do not like the service an organisation delivers, they will simply
find another organisation that does it better. Ultimately, brands need to
understand that nailing customer experience management can generate immense
rewards, while getting it wrong will result in loss of customers, decreased
revenue, reduced market share and even a damaged brand reputation.”
With 63% of business
leaders in Southeast Asia having listed CX as their top business priority,
according to Forrester, more businesses in the region will recognise the need
to increase their efforts across all customer touchpoints, and international
companies will also need to pay more attention to localising their customer
management initiatives. The study reveals these top ten CX insights across Asia
Pacific:
leaders in Southeast Asia having listed CX as their top business priority,
according to Forrester, more businesses in the region will recognise the need
to increase their efforts across all customer touchpoints, and international
companies will also need to pay more attention to localising their customer
management initiatives. The study reveals these top ten CX insights across Asia
Pacific:
- Customers demand
action – Approximately 75 percent of
Singaporean and Hong Kong consumers indicated that it is very or extremely
important for organisations to respond to their feedback, markedly higher than
Australia (64 percent) and New Zealand (52 percent). - Ignoring feedback
is a fireable offence – An average, 39 percent
of respondents in the Asia Pacific region are unlikely to continue doing
business with an organisation that does not respond to their feedback.
Singaporeans are the most unforgiving – only 23
percent are likely to continue using that brand if their feedback is ignored. - Fix it the first
time –
Just 2 percent of respondents feel that first-time resolution is anything
less than moderately important. Some of the top frustrations cited are having
to ask for the same information multiple times, and not having issues resolved
the first time. - Respond today,
not tomorrow –
Nearly half of all respondents (46 percent) expect a response from an
organisation within the same working day. Hong Kong customers appear to be more
demanding, with 68 percent expecting brands to reply to their feedback on the
same day. - Beware of the
experience gap – Organisations must prioritise
minimising the amount of effort customers exert to have their issues resolved.
Companies must learn what customers’ value most in the experience you provide
to them and then ensure that these aspects are executed at the highest level. - Make customers
believe – Make sure your consumers know that
you are listening and acting on their feedback. While Asia Pacific customers
are keen to provide feedback, with 83 percent being likely to complete a
customer experience survey from an organisation they deal with, 37 percent of
these customers are uncertain as to whether organisations listen to and act on it. - Invest in the
online experience – Online
processes and offerings makes organisations more efficient and enable rapid,
effective scaling. Results show that more than half of Asia Pacific customers
(58 percent) are open to making the leap to online-only offerings. - Be one easy call
away – While customers are more open to
online channels for services and feedback, brands should still make it a point
to have their phone numbers readily available to customers in the case they
feel they need to contact the organisation. 84 percent of customers thought it
was important to have a company contact number on the homepage or within a single
click of it. - Put security
first – Customers do not always “see” your security, but they want to know that it is there. Walk the fine line of having publicly accessible
information about the company’s security measures, without revealing too much
information to potential data thieves. 87 percent of the respondents believe
that it is very important to be able to trust organisations with their customer
data. - Welcome new
technology – 48 percent of customers would be
satisfied dealing with an organisation staffed by artificial intelligence.
However, companies must understand which customer experiences to optimise
through technology versus the human touch.
When it comes to
consumers’ preferences in Singapore, locals ranked service (22 percent),
quality of product (21 percent) and value for money (18 percent) as the top
three attributes they value when dealing with an organisation. In terms of communicating
with a brand, Singaporeans listed email (49 percent) as their preferred mode of
interaction over other channels such phone (23 percent), online chat (15
percent) or face-to-face (13 percent).
consumers’ preferences in Singapore, locals ranked service (22 percent),
quality of product (21 percent) and value for money (18 percent) as the top
three attributes they value when dealing with an organisation. In terms of communicating
with a brand, Singaporeans listed email (49 percent) as their preferred mode of
interaction over other channels such phone (23 percent), online chat (15
percent) or face-to-face (13 percent).
On the other hand, the
majority of Hong Kong consumers found the product quality to be far more
important (55 percent), followed by service (54 percent), and trust (43
percent). In contrast, they prefer to interact with an organisation via phone
(31 percent), instead of email (30 percent), face-to-face (20 percent) or
online chat (18 percent).
majority of Hong Kong consumers found the product quality to be far more
important (55 percent), followed by service (54 percent), and trust (43
percent). In contrast, they prefer to interact with an organisation via phone
(31 percent), instead of email (30 percent), face-to-face (20 percent) or
online chat (18 percent).
For
most brands, creating a positive experience for existing consumers is the key
to customer acquisition and retention. Qualtrics believes that
companies are witnessing an “experience gap” – which is referred to as the gap
between the experience that companies believe they are delivering and the
experience their customers are actually receiving. Businesses today are awash
with operational data (O data), which tells you what has happened. What they
need to start collecting is experience data (X data), which will allow them to
garner insights into why things are happening. Having both data sets will allow
companies to reduce the experience gap and hence, positively impact the operational
metrics of the business.
most brands, creating a positive experience for existing consumers is the key
to customer acquisition and retention. Qualtrics believes that
companies are witnessing an “experience gap” – which is referred to as the gap
between the experience that companies believe they are delivering and the
experience their customers are actually receiving. Businesses today are awash
with operational data (O data), which tells you what has happened. What they
need to start collecting is experience data (X data), which will allow them to
garner insights into why things are happening. Having both data sets will allow
companies to reduce the experience gap and hence, positively impact the operational
metrics of the business.
For more insights into the
study, download the report here. The multi-country customer survey was conducted online
across four Asia Pacific markets, namely Singapore, Hong Kong, Australia and
New Zealand. Nationally representative samples of customers were obtained in
each country, with fieldwork taking place in January 2017.
study, download the report here. The multi-country customer survey was conducted online
across four Asia Pacific markets, namely Singapore, Hong Kong, Australia and
New Zealand. Nationally representative samples of customers were obtained in
each country, with fieldwork taking place in January 2017.
-END-
About Qualtrics
Qualtrics is a rapidly
growing SaaS company and the leader in experience management. Qualtrics was
ranked in the top 10 private cloud companies on the prestigious Forbes 2017
Cloud 100 list, Qualtrics has worked together with over 8,500 enterprises,
including two-thirds of the Fortune 100 and 99 of the top 100 business schools.
growing SaaS company and the leader in experience management. Qualtrics was
ranked in the top 10 private cloud companies on the prestigious Forbes 2017
Cloud 100 list, Qualtrics has worked together with over 8,500 enterprises,
including two-thirds of the Fortune 100 and 99 of the top 100 business schools.
The Qualtrics XM Platform
manages the four core experiences of business – customer, employee, product and
brand experience – on a single platform. The platform automatically analyses
these touch points, helping organisations uncover key business drivers, predict
future customer needs, and retain employees and customers. To learn more, or to
request a demo, please visit www.qualtrics.com
manages the four core experiences of business – customer, employee, product and
brand experience – on a single platform. The platform automatically analyses
these touch points, helping organisations uncover key business drivers, predict
future customer needs, and retain employees and customers. To learn more, or to
request a demo, please visit www.qualtrics.com
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