The appeal of Adobe’s APAC Digital Trends research is the clearer picture of how businesses in APAC are interested in the field of “Investing in Customer Experience” higher than other regions around the world, partly due to the impact of COVID-19. that many countries see that they can be controlled But the behavior of people in this region has shifted to relying on the digital world more than ever. And consumers also choose to use digital channels as a replacement for their traditional lifestyles.
Duncan Egan, Adobe’s vice president of digital experience marketing for Asia-Pacific and Japan, said the shift in APAC consumers to digital channels has been a huge boon for businesses adopting it. A highly agile digital approach including working together effectively This will help these organizations benefit more quickly.
Therefore, companies that can solve organizational and technological problems that are separated from each other and that there is collaboration between different departments will be able to drive a unique customer experience real-time personalization and effectively linked across all channels
Adobe’s 2022 APAC Digital Trends Report (2022 Digital Trends: APAC in Focus) indicates that 77% of APAC businesses have dealt with the sudden increase in new customers through digital channels over the past 18 years. Last month, and 77% saw new forms of customer journey. However, only 25% of businesses believe they have important insights into new, digital-centric customer journeys.
One of the factors affecting the new online behavior is Around 130 million new mobile phone users in APAC will start using the internet for the first time in 2021, just in Southeast Asia alone. It found that more than a third of all digital users started using digital services for the first time because of the epidemic situation. As a result, new users who mainly use mobile phones in APAC have increased dramatically. ‘Leap’ in the digital market It has rapidly adopted high-level online behaviors such as the use of mobile payment services.
Developed countries like Singapore take advantage of its technological leadership. and accelerating action to cope with unprecedented changes in the modern world. Strategies such as the “Virtually Unlimited” strategy have been implemented that focus on the transformation of different sectors. of the country to digital To get the most out of the digital economy
In an effort to meet new customer expectations, most APAC businesses continue to invest in customer experience management (59%), which is higher than North America (57%) and Europe (53%). Additionally, most APAC businesses plan to accelerate their investment in customer data-related technologies by 60%.
Scott Rigby, Adobe Chief Technology Consultant Asia Pacific and Japan said, “Understanding and meeting the needs of a new generation of mobile-first online consumers has emerged as a new competitive battleground for APAC enterprises. to this situation by rapidly expanding investments to improve the digital experience. But investment alone may not be able to create a competitive advantage and create a true leader.”
capacity building Breaking the traditional limitations
The APAC region’s position as a global leader in customer experience And getting a good return on your investment requires skill and agility to operate. The report also points out that APAC businesses generally lack global partners with operational capabilities compared to other regional organizations.
According to the study, 83% of APAC business executives worry that their organization lacks the skills they need. This compared to 79% in Europe and 73% in North America. Digital skills were also identified as the biggest barrier to delivering a digital experience. as well as the problem of inefficient integration between systems and technologies.
Additionally, businesses in APAC are unable to take advantage of attracting highly skilled personnel. and retaining existing employees While working in a flexible way through remote connections is becoming more common in today’s world, According to Forrester, only 40% of APAC business executives have a permanent work-from-home plan. Compared to 70% of executives worldwide. in the same way The Adobe report shows that APAC executives (55%) expect hybrid work to return to levels before the outbreak. or less
And only 36% plan to employ more work-from-home workers than before the epidemic. With the limitation of the number of digital personnel around the world Failure to advocate for a work-from-home model will compromise your ability to operate. and causing more delays in digital transformation
Approximately 92% of APAC executives ‘agree’ that agility is a key factor in marketing success. But only 25% of people say their organization is highly agile in responding to opportunities. and the changes that occurred in the optimistic
“84% of APAC organizations expect the rate of technological and social change will continue at or above the same level. Therefore, improving the skills, agility and innovation needed to keep pace with change. It’s one of the organization’s most important missions,” Rigby said.
Advantage – Disadvantage of a country with digital readiness
for Australia and New Zealand which is more advanced in digital It found that simplifying technology is a priority for one in three businesses, which is much higher compared to Asia (13%) and India (24%). It is the most important factor that undermines the operations of the Australian and New Zealand Marketing Department. This shows the disadvantages of older digital systems that have been in use for a long time.
However, businesses in India tend to encounter new behaviors. of digital customers due to the increasing number of new internet users More than any other country in APAC, these organizations are focused on using artificial intelligence (AI) technology to deliver customer experiences. Technology is at a higher level than in other countries as well.
Business organizations in Asia stated that “Skill shortage is the biggest obstacle,” hence the importance of skill development. And compared to personnel from Australia, New Zealand and India, respondents in Asia saw gaps in improving their innovation capabilities. and sifting through customer insights
Interesting figures in Asia include Mainland China, Hong Kong, Taiwan, South Korea, Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, Japan.
- 45% of respondents in Asia said The digital experience has been below customer expectations (45% said it met their expectations).
- 51% of businesses in Asia say their operations can keep up or slightly behind.
- 50% of businesses feel that the biggest obstacle preventing them from doing their best is Digital skills and talent shortage
- 55% believe that investment in task and project management will be the key to improving productivity
- The ability of organizations in Asia to collect and sift through customer insights is still lagging behind ANZ and India, with only 18% admitting to having insights into customer journeys, including congestion. customer loyalty and factors that drive the purchase
Interesting numbers inAustralia and New Zealand
- 81% of ANZ businesses expect the transition to continue (compared to 84% of other APAC countries).
- 77% of businesses in ANZ see a new customer journey and a shift in pattern, compared to 70% in Asia.
- 87% of customers in ANZ said their Customer Experience (CX) gain was lower than expected (34%) and as expected (53%), compared to 13% who thought it was high. than expected
- Organizations in ANZ are ready about their customers. The top marketing goals for 2022 are retaining existing customers (52%) versus attracting new customers (47%).
- 77% of ANZ executives worry that their employees lack the skills necessary to deliver an effective digital experience.
- Improper integration between different technology systems It is an impediment to marketing/CX operations, with 48% of ANZ businesses citing this as the top concern. followed by process problems, which were at 40%.
- Reducing complexity and standardizing technology (33%) is a top priority for organizations.
- ANZ is much more advanced. Compared to other APAC countries in terms of cloud-based technology adoption for CX and data management (56% vs. 37% in Asia), Asia is more likely to develop its own platform. or use multi-company solutions without a fully integrated platform
Interesting numbers inIndia
- 33% of employees in India feel that the digital experience they offer remains below customer expectations.
- 63% of personnel in India feel they are more or slightly outperforming compared to the industry as a whole (compared to 50% in the ANZ).
- Businesses in India have a similar opinion on the barriers to CX operations, with 35% citing the top barriers being: improper integration skill shortage work process problems and customer insights
- 57% of Indian companies focus on training and learning to increase productivity.
- 45% of businesses in India have strong insights into the factors driving their purchases, compared to 33% for data on customer disruption.
