Pune: More Indian enterprises are investing in customer experience (CX) as a means to grow their business as compared to other countries in the Asia Pacific region, according to a study by Zendesk, in partnership with Enterprise Strategy Group (ESG). Most Indian organisations (88%) accelerated their CX projects over the past 12 months compared to their counterparts in South Korea (67%), Australia (65%), Singapore (62%), and Japan (37%).
“In today’s digital-first economy, improving one’s customer experience is critical. In fact, our research with ESG confirms that the customer service function has evolved from a cost centre to become a revenue driver for businesses. Indian organisations who realised this have made great strides in maturing their customer experience capabilities, and are seeing the results. It’s important that all businesses – regardless of industry, size and life cycle – continue to invest and innovate in CX for long term success and growth,” said KT Prasad, MD & RVP, India & SAARC, Zendesk.
The 2021 State of CX Maturity Report surveyed more than 3,400 CX decision-makers globally – of which 921 were from APAC.
Indian organisations lead globally in their enthusiasm for a conversational future, with 79% of them agreeing that chat and social channels are most used by customers today and 100% predicting this will remain the case in the future
The research found that the number of Champions within midsized and enterprise companies in Asia Pacific has increased from 6% to 8% since 2020, with India (16%) and Australia (12%) having the highest proportion of Champions.
The vast majority of respondents in APAC (90%) agree that CX innovation is required to protect their business from competitors. And in India, 97% of midsize and enterprise-sized Indian organisations agree with this sentiment. In fact, three-quarters of them recognise the strategic imperative of CX innovation, significantly more so than their counterparts in South Korea (49%), Japan (45%), Singapore (42%) and Australia (41%).
“The findings indicate that the shift to digital and remote work during the pandemic served as a trigger for companies to accelerate their adoption of new technologies, policies and processes to benefit from a higher CX Maturity,” added Adam DeMattia, Director of Custom Research at ESG. “Across Asia Pacific, Champions recognise that service excellence can be a differentiator, and are actually accelerating investment in CX projects.”
All the Indian organisations said that they use support data to expand sales opportunities and business growth, the highest globally.
Larger APAC businesses have also increased customer visibility in the past year. Over three-quarters of larger Indian organisations (77%) achieved greater cross-channel visibility, a significantly higher percentage than their counterparts in Australia (36%), Singapore (29%), South Korea (23%), and Japan (17%). 64% of Indian organisations feel they made the right CX investments to increase their business resiliency in the future.