A growing number of C-suite executives in the Asia-Pacific region will prioritise investment in customer experience over the next 3 years

Companies in Asia-Pacific who prioritise future investment in customer experience gain a range of benefits over those who don't prioritise

More than 4 in 5 companies believe that their customers would view their overall customer experience positively

Only 30%ofJapanese companies

value CX as‘very important’

Where does your CX responsibility lie?

Globally 72% of CEOS believe they own the CX initiative but only 27% of senior execs believe the CEO leads it

Major barriers to implementation

Leaders of CX initiativesCEO most likely to have direct control

COO CMO CFO CEO CIO LOBLEADER

35%China & Hong Kong

9%9%

14%

39%

12%

3%

82%NOW 57%

NEXT 3 YEARS 62%

45%South-east Asia

33%Australia & NZ

49%China & Hong Kong

Lack of cross-organisational control

CIO

However 86%of CEO’s in

Asia-Pacifichave thefinal say

29%Japan

CEO

58%

LEADERLOB

South-east Asia & Australia & NZ

South-east Asia Australia & NZChina & Hong KongJapan

Lack of clear objectives and insufficient fundingLack of senior leadership is stopping Japanese companiesfrom getting over the initial hurdles of implementation

33%Japan

A definition of customer experienceCustomer experience (CX) encompasses each and every interaction a customer has with a company and its products

Measure successMore profitable

Better customerexperience

Increase CX investment more than 10%

CEO leads

CEO incharge

Betterrevenuegrowth

0%

66%

68% 71%

71%

43%

70%

57%

13%

44%

31%31%

31%

38%

Download the full research to understand how the C-Suite values customer experience in today’s digital age

39%39%39%

47% 47%45%

40%

60%

53%

Increased salesSouth-east Asia 45%Japan 35%

Customer satisfaction score

Customer retention rate

Measurement tools

Customer acquisition cost

Revenue improvement

Return on investment

Customer lifetime value

Customer retention rate

Customer effort score

Customer satisfaction score

Region Most likely led by

South-east Asia CEO Australia & NZ CEOChina & Hong Kong CIO Japan LOB leader

Past 3 years Next 3 years

>25%

About the same

Decrease

1- 10%

10 - 24%

South-east Asia China & Hong KongAustralia & NZ Japan

Asia-Pacific more likely to measuresuccess of customer experience initiatives

than Europe or North America; China & Hong Kong (78%) most likelyto measure, Japan (48%) least likely

Download the full researchto understand how the

C-Suite values customer experiencein today’s digital age

How has your organisation’s total investment in CX changed?

Customer retentionAustralia & NZ 39%

China & Hong Kong 65%

LEADER

Primary benefits of CX

Asia-Pacific 66%

Latin America 67%

North America51%

Europe59%

LOB

CEO

CIO

South-eastAsia

Face-to-face communications

Australia& NZ

China &Hong Kong

Japan

Customer journeys which include remote and in-person channels are very important

today and in the next 3 years (%)

21

16

48

36

51

70

35

26

Web self-service

48

34

29

33

54

24 32

23

Online assistance support

39

39 33 59 19

1621 68

Social media

53 61 49 32

53 45 35 26

84% of companiesin China & Hong Kongwill boost investment

by more than 10%

Social Media willremain an important

channel in Asia Pacific.Are you social?

Measuring CXHow CX is measured depends on who is doing the measuring