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RESEARCH
To retain and develop talent, CX leaders are 27% more “As we transition from customer support to customer ANALYSIS
likely to invest in training compared to non-CX leaders success we're investing in our people, new technology TRENDS
(20%), with a focus on teaching business concepts and educational programs to enhance the customer
beyond a narrow definition of marketing. In a recent journey," said Rachael Powell, Chief Customer Officer
Econsultancy study, over 90% of executives said that it at Xero. 'Xero Central', our support and learning site for
was essential that marketers understood the metrics Xero's business and partner products, harnesses the
and strategies of the wider business. capabilities of AI and machine learning to provide
predictive analytics that allows us to anticipate and
“Obtaining and developing great talent is a huge solution a query as customers ask questions in real
challenge for marketers and requires businesses to add time. We also use insights to answer questions that
and improve skills on an ongoing basis. This challenge customers may go on to ask. We leverage the
also brings opportunity. Investing in people, technology technology to deal with the day-to-day and that frees up
and processes are all key ingredients for effective our people to expand their customer lens into building
customer experience. Supporting talent early on will value adding education and proactive success
help businesses benefit in the long-run,” Rigby said. experiences.”
APAC businesses are demonstrating their commitment
Automation will empower marketers to bridge the CX maturity gap in their IT budgets, with
34% of APAC businesses planning to invest in ML and
The strongest business support for machines centers AI compared to 25% globally.
on its ability to empower people. Marketers work in a
world filled with data and spend a significant amount of “The Digital Trends 2020 report is now in its tenth year
time building reports and analyzing campaign metrics. and the data clearly shows us that businesses focused
However, these tasks that are likely to be automated in on customer experience are sailing ahead,” said Rigby.
the next five to ten years, offering respite to overloaded “Today, we’re able to interact with and understand our
marketers. customers in more ways than ever before. The power
of technology and data combined means that
APAC already leads against Europe and North America businesses are starting to operate in new ways, making
on the adoption of artificial intelligence (AI) and CX a business imperative, not just a marketing
machine learning (ML) technology, with more than half objective. You can download the full Digital Trends
of APAC businesses (54%) using or planning to use 2020 report here. ◊
these tools. One business powering CX with
automation is cloud-based accounting software By MediaBUZZ
company Xero.

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