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RESEARCH
ANALYSIS
TRENDS
Connected customers expect a hyper-
personalized, effortless experience
NTT Ltd. revealed the findings of its annual Global Pranay Anand, Asia Pacific Director, Intelligent
Customer Experience Benchmarking Report titled Workplace for NTT Ltd. “By listening to the voice
“The Connected Customer: Delivering an of the customer, integrating data across systems,
effortless experience”, according to which only in addition to adopting emerging technologies like
12% of Asia Pacific organizations are delivering a AI and RPA, companies can leverage CX to gain a
fully functioning experience, yet more than half competitive advantage. However, most companies
(64%) consider customer experience (CX) to be a are missing valuable insights that are integral to
primary differentiator. stay relevant to and better connect with customers
across every touchpoint.”
Organizations struggle to align their CX strategies
to voice of customer (VoC) feedback, with 54% Listening starts with strategy
having no formal process for considering this data
and 19% capturing no feedback at all. Only 34% A successful CX strategy is proven to improve
fully define and track the value contribution of CX customer and brand engagement and drive
and roughly a third (34%) are able to connect data commercial performance. Yet many organizations
relationships between channels – leaving the rest are still stuck in the developmental stage due to
operating ‘blind’ with no full view of the customer siloed technology systems, inconsistencies in
ecosystem. experience, and a lack of clear processes.
That said, across the globe, the collection of VoC Specifically, the challenges include:
feedback by organizations is improving with a 45% • Faltering technology systems: one in five
improvement since 2019 in those capturing some (20%) say their technology systems are failing
form of feedback and 10% now perceive their VoC to meet current needs and many teams still
program to be at an advanced level across all struggle with legacy systems (42%) and the
channels.
integration of multiple technology systems
“Customer expectations are higher than ever - (43%); additionally, the inability to secure
businesses cannot afford to fail in CX,” said budgets (48%) remains a concern and skills
shortages is seen as a growing concern (26%).
March 2020: Content Marketing: authenticity, transparency & quality instead of keyword battle 8
