Asia-Pacific Date & Times: November 26, 2013; 7:30 am IST, 10:00 am SGT, 1:00 PM AEST United States Date & Times: November 25, 2013; 9:00 pm EST; 6:00 pm PST

The State Of Customer Experience in Asia-Pacific

WEBCAST Revealing Best Practices from industry leaders  

MAXIMIZE HOW YOU INDIVIDUALIZE

WELCOME v What we are here to do…

•  Provide a sneak peak of findings from the upcoming study focused on customer experience across Asia

•  Hear from industry leaders to see if the findings are in line with their experiences across the market

•  Share insights into how and why customer experience management is critical in this connected digital landscape

WELCOME v Who we will be hearing from…

•  Nicolas Kontopoulos, Senior Director, Global CRM Marketing, SAP

•  Chris Reed, Chief Marketing Officer, Mig33 •  Lea Wright, Head of Consumer CRM, Westpac •  Christel Quek, Regional Digital & Social Strategist

66% say positive customer

experience can help differentiate

their brand

MAXIMIZE HOW YOU INDIVIDUALIZE

MAXIMIZE HOW YOU

INDIVIDUALIZE v Online audit of 217 senior marketers across Asia v Interviews with XX v Full report and findings available December 12

Source:  ComScore  

WHAT IS CUSTOMER CENTRICITY?

60% say centricity is a corporate

culture that places customer

satisfaction above all else

v Products that reflect ongoing customer co-innovation (45%)

v A senior management team committed to understanding and serving their markets (35%)

v Responsible use of customer data and insight to advance the customer experience (35%)

HOW CUSTOMER CENTRIC ARE INTERNATIONAL BRANDS?

1%  

0%  

12%  

32%  

43%  

13%  

0%   5%   10%   15%   20%   25%   30%   35%   40%   45%   50%  

Not  Sure  

Poor  

Needs  Improvement  

Moderate  

Good  

High  

HOW CUSTOMER CENTRIC ARE ASIAN BRANDS?

2%  

3%  

24%  

36%  

28%  

7%  

0%   5%   10%   15%   20%   25%   30%   35%   40%  

Not  Sure  

Poor  

Needs  Improvement  

Moderate  

Good  

High  

HOW VOCAL ARE APAC CUSTOMERS?

VOICES GETTING STRONGER

v Selectively Vocal: Feedback depends (42%) v Proactive & Private: Willing to share directly

with brand (17%) v Actively Social: Always ready to share (13%)

Source:  ComScore  

THE ONES TO WATCH

v Silent But Act Fast: No sharing…but no warning when they stop doing business (5%)

Source:  ComScore  

DO YOU HAVE A FORMAL CUSTOMER EXPERIENCE STRATEGY?

6%

9%

30%

20%

35%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Not Sure

Strategy in Place

Strategy in Development

No

Yes

EXPECTATION & DIGITAL SPARK CXM STRATEGY

v Digital Channel Explosion (64%) v Rapid Behavior Change (62%) v Market Expansion & Introduction (40%)

Source:  ComScore  

HOW SATISFIED ARE YOU WITH CUSTOMER LISTENING & RESPONSE?

3%

18%

17%

51%

11%

0% 10% 20% 30% 40% 50% 60%

Not Sure

Not At All Satisfied

Implementing Systems

Moderately Satisfied

Highly Satisfied

LISTENING IN WRONG PLACES

v We Wait for Proactive Voices •  Email (71%) •  Sales Teams •  Corporate Website (54%) •  Customer Service Centers (50%)

v Not Looking Beyond the Basics •  Social (59%) •  Blogs (28%) •  In-store (26%)

Source:  ComScore  

SYSTEMS CAN’T LIVE UP TO

BRAND PROMISE v Do your back office systems and operational

structures live up to brand promises & marketing claims? •  26% Yes •  13% No •  55% SOMEWHAT

Source:  ComScore  

WHAT ARE THE BIGGEST CHALLENGES TO MANAGE GLOBAL EXPERIENCE?

BIG DATA… BIG PROBLEM

v 38% battle data quality v 34% challenged by IT infrastructure v 31% have issues with data ownership v 26% struggle to manage data complexity

Source:  ComScore  

only 23% have a comprehensive

view of the stages of the customer

lifecycle

HOW (and where) ARE YOU USING CUSTOMER INSIGHT TO OPTIMIZE EXPERIENCE?

PERSONALIZE FOR PROBLEMS

v 42% for service or support v 39% use insight to up-sell or cross-sell v 38% monitor customer lifecycle v 36% use insight to fuel CRM v 31% personalize web and social interaction

Source:  ComScore  

BUT WE ARE NOT…

v 13% leverage insight for customer revenue optimization

v 17% for lead acquisition v 11% account-based engagements v 10% to improve sales cycles v  3% to recover or reactivate old accounts

Source:  ComScore  

DO YOU SEE GAPS IN THE CUSTOMER EXPERIENCE?

EMPOWERMENT LACKING

v Operational structure (38%) v Individualization of communication (33%) v Empowering the employee (32%) v Localization (27%)

Source:  ComScore  

HAVE CXM ISSUES IMPACTED BUSINESS?

EXPERIENCE = $$$

v 41% say customer experience has increased revenue •  18% saw revenue increase between 5% - 10% •  15% saw revenue increase between 1% - 5% •  3% saw revenue increase in excess of 10%

Source:  ComScore  

Our Guest Speakers v Nicolas Kontopoulos

Senior Director, Global CRM Marketing, SAP v Chris Reed

Chief Marketing Officer, Mig33 v Lea Wright

Head of Consumer CRM, Westpac v Christel Quek

Regional Digital & Social Strategist

Q&A

Please submit your questions in the question dialog box above

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