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RESEARCH
ANALYSIS
TRENDS

APAC businesses are demonstrating their

commitment to bridge the CX maturity gap

According to key finding of Adobe’s Digital Trends 2020 global CX technology investment with over half (57%)
report, two in five (40%) businesses leading in planning to invest more in CX technology, compared to
customer experience (CX) significantly exceeded their 51% in Europe and 41% in North America this year.
2019 business goals, compared to 13% of businesses
not leading in the space. However, APAC’s CX maturity lags behind the rest of
the world. Just 7% of APAC organizations consider
The report surveyed over 13,000 marketing, themselves mature in the space, compared to 12% in
advertising, ecommerce, creative and IT professionals, North America and 11% for the rest of the world.
working for both brands and agencies in markets
across Asia Pacific (APAC), Europe and North Rigby said, “APAC businesses are looking to bring their
America, on their priorities for 2020. CX maturity in line with global counterparts to develop
effective strategies to deliver better experiences. In
“The proven success of customer experience-led turn, this empowers businesses to differentiate against
businesses makes an essential case for a customer- competitors. However, APAC’s proclaimed lag leaves
centric approach, said Scott Rigby, Head of Digital the region playing catch up on building, as well as
Transformation for Adobe Asia Pacific. “However, the delivering, digital marketing strategies that focus on
move to a customer-first model involves more than customer experiences. But marketers in APAC are
implementing a single initiative or piece of technology. actively planning investment to close this gap.”
It’s about looking at the bigger picture and shifting
business strategy, investment and culture, supported Talent sourcing and retention is a
by the right tools and processes. It requires investment,
but the rewards are there for those that make the shift.” challenge for CX leaders
To maintain their advantage, CX leaders globally are
CX is the priority for growth amongst
focused on obtaining and developing great talent. Two
APAC businesses but maturity lags in five (40%) CX leaders said that attracting and
retaining talent in digital, data and CX-related areas
APAC businesses understand the importance of CX was their most significant concern for 2020. With over a
and are focused on optimizing the customer journey in quarter (26%) stating that finding and keeping the right
2020, with one in five (19%) APAC organizations people with the right skills is a barrier to creating
identifying better CX as their most exciting opportunity successful digital experiences.
for this year. APAC companies will also be leading

March 2020: Content Marketing: authenticity, transparency & quality instead of keyword battle 12