APAC Companies Prioritize Customer Experience

Customer Experience is a high priority in the APAC region as it is the major driver for consumer trust and loyalty.

FREMONT, CA: There is a significant gap between customers and businesses in the Asia Pacific (APAC) regarding customer service, as firms have failed to comprehend and resolve their concerns promptly. Around 50 percent of the APAC consumers value a company's ability to respond swiftly and resolve issues at first encounter. Only 41 percent of businesses in the region emphasized being quick to react to requests, and only 30 percent prioritized first-contact resolution (FCR).

The customer experience (CX) is increasingly seen as a key driver of consumer trust and loyalty by APAC organizations. It is now a board-level priority for more than half of the region's enterprises (63 percent). With today's consumers feeling that a firm is only as good as its customer service, it is evident that CX can be a big financial benefit when managed efficiently. However, addressing a customer's issue promptly and on the first attempt is not a priority for more than half of APAC organizations reveals a substantial gap in delivering the experiences that customers have come to expect.

Organizations should review how they achieve consumer expectations to change thinking from company-centric outcomes to customer-centric experiences to focus more on consumer preferences. Today, customer satisfaction is determined less by pricing or availability and how quickly companies can fix issues during their first interaction with the customer. Long-term brand loyalty will also be determined by the capacity to coordinate and execute powerful customer experiences that make the customer feel understood and valued throughout the transaction.