Manila, Philippines – Union Bank of the Philippines has announced the expanded role of Albert Cuadrante as chief marketing, customer experience, and digital channels officer, reflecting the bank’s commitment to strengthening its customer-centric strategies and digital innovation.

In his new role, Cuadrante will lead the charge in ensuring the bank delivers exceptional customer experiences across both physical and digital channels. As the overseer of UnionBank’s digital banking platform, UB Online, Cuadrante is also responsible for optimising the app’s user interface and continuously enhancing the customer journey to make banking easier and more convenient.

In an exclusive interview with MARKETECH APAC, Cuadrante outlines his vision for enhancing customer experience at UnionBank, highlighting its leadership in digital banking through technology, customer insights, and agile innovation.

Blending digital innovation with customer care 

Cuadrante began his journey at UnionBank as chief marketing officer before taking on the additional responsibilities of chief customer experience and digital channels officer. 

For Cuadrante, his expanded role naturally integrates with the marketing function, as building strong customer relationships is essential to effective marketing. He believes that businesses must engage in continuous interactions and research to gain valuable insights into the customers they aim to attract and retain.

In his words, “Being intimate with the consumer is the core of marketing.” 

Cuadrante’s vision is to create an empowered digital banking experience that liberates customers from traditional constraints like paper forms and limited banking hours, all while ensuring exceptional support at physical branches when needed. 

A prime example of this vision is UnionBank’s ‘The Ark,’ the country’s first fully digital branch launched in 2017, which set the standard for the bank’s nationwide branch experience by seamlessly integrating digital and physical services.

“We are mindful never to lose sight of the fact that behind every digital transaction and interaction is a person,” Cuadrante shared. “That is the thread that binds the design of our products and services. We now have over 15 million retail customers and are growing, with our app being one of the highest-rated and most downloaded local banking apps. This motivates us to keep on looking for ways to delight our customers.”

Recognising the diverse needs of UnionBank’s clientele, Cuadrante is committed to continuously improving the customer experience by making it as seamless and frictionless as possible. 

“We want our customers to open accounts, get credit cards, or have loans approved in the fastest possible time,” he expressed. 

Beyond banking, the goal is to provide exclusive deals and offers in areas like shopping, travel, dining, and entertainment, helping customers enjoy the best experiences life has to offer. Cuadrante emphasises the importance of customer feedback, which UnionBank uses to identify areas for improvement and better meet the financial goals and aspirations of its clients.

“We constantly get customer feedback to allow us to determine which areas of our products and services we can do better at. Technology combined with our agile way of working allows us to keep on iterating and quickly make adjustments based on what we are learning to help ensure delivering our desired customer experience,” he said. 

Embracing AI to drive efficiency and fuel growth

As the banking industry evolves with advancements in technology, Cuadrante emphasises the importance of agility. 

“The UnionBank Team thrives in a fast-changing environment, as this is the nature of a digital world. We have built our processes around the agile way of working to enable us to introduce and/or improve products, services, and features,” he shared. 

Under Cuadrante’s leadership, a culture of continuous learning and innovation is also actively fostered within the marketing and CX teams. This approach ensures they stay attuned to emerging trends and shifts in consumer behaviour and sentiment, which in turn informs the ongoing refinement of UnionBank’s products, services, and customer experiences.

UnionBank’s early adoption of AI technology is another key part of Cuadrante’s strategy for future growth. He highlighted the bank’s commitment to leveraging AI to design and deliver more personalised products, services, and offers that align with the diverse needs, behaviours, and aspirations of its customer segments.

“I believe that AI will allow us to become more efficient and targeted in the way we communicate, as well as allow us to respond more quickly to queries and requests for assistance,” he added. 

Looking ahead, Cuadrante envisions a future where AI continues to shape the banking industry, enhancing the customer experience and driving further growth for UnionBank.

“We have already made a lot of progress with the models and tools that we have developed since, and we are actively working with our strategic partners in testing and experimenting on new solutions that can help make us more efficient and take our growth to the next level,” Cuadrante concluded. 

Singapore – Staying committed to your work, even in the face of challenges, is about cultivating a deep passion and love for what you do. This passion drives you to adapt, learn, and grow, turning your job into a fulfilling journey that shapes both your career and sense of purpose.

In the latest instalment of MARKETECH APAC’s Milestone Series, we spoke with Marcus Yong, vice president of global marketing at Klook, about the key milestones in his nearly nine-year journey with the company. From its early days as a fledgling startup to becoming a global leader in the experiences market, Marcus has played a vital role in shaping Klook’s evolution.

In this feature, Marcus reflects on the pivotal moments that shaped his leadership, his role in Klook’s meteoric rise, and his vision for the future of travel.

Boarding a journey of grit and growth

Marcus joined Klook in 2016 as its regional marketing director. As one of the first employees in Southeast Asia, Marcus had to roll up his sleeves and dive deep into every aspect of Klook’s operations. 

“Being in the trenches is part and parcel of life in a startup—there was no room for just delegating or outsourcing,” Marcus said. 

Joining a company in its early stages meant experiencing both its highs and lows firsthand. For Marcus, this required constant adaptation to each phase of Klook’s growth and evolution. 

He recalled being hands-on in every aspect, from personally convincing people to download the app at weekend events to guiding partners through live platform demos. With Klook still a relatively unknown brand in its early days, Marcus also admitted that attracting talent was a constant challenge.

“I recall flying to Kuala Lumpur for a lunch meeting after our prospective head of marketing had already turned me down once. Thankfully, my persistence paid off—she eventually joined us and went on to scale our Malaysia business several times over,” Marcus recounted. “It is moments like these that taught me the value of tenacity and hands-on leadership.”

Klook has gone through eight rounds of funding and experienced rapid growth. With each stage, Marcus’ role also evolved. Initially, their focus was on hiring the right talent and defining their go-to-market playbook, especially for Southeast Asia. 

During what Marcus referred to as the ‘golden days,’ Klook experienced hypergrowth and blitzscaling, rapidly expanding across teams, geographies, new verticals, and channels. However, much like a rollercoaster ride, the COVID-19 pandemic came and brought unforeseen challenges, prompting a shift in focus. The team redirected its efforts toward enhancing functional efficiencies, balancing local agility with central governance, and refining channel strategies and metrics.

Now, as Klook emerges stronger in the post-pandemic landscape, Marcus emphasises the company’s commitment to sustainable growth. By leveraging Klook’s strong brand and strategic partnerships, they aim to capitalise on the surge in ‘revenge travel’ and invite more Western travellers to explore Asia.

From when he first joined the company to now, Marcus admitted that his leadership perspective has evolved from wanting immediate impact to embracing mid- and long-term strategies.

“Now, I find myself challenging teammates, the ‘younger versions of me’ who are leading the charge today, guiding them as they craft strategies for success over the next 6 to 12 months. It’s humbling to witness their growth and play a part in shaping what comes next, as one global team,” Marcus shared. 

First stop: Navigating the multigenerational dynamics as a millennial leader

Talking about teams, Marcus pointed out how he is now considered a ‘millenial leader.’ And as a millennial leader, he has faced unique challenges while guiding Klook’s global marketing efforts. 

One of the challenges he faced is fostering a culture that appeals to a multigenerational workforce, especially given the high growth and constant changes within the company. 

Marcus believes that culture begins at the top. Establishing a clear vision and mission is crucial, along with fostering an environment that promotes high performance, ownership, and on-the-job training (OJT).

“At Klook, we are guided by our core beliefs, one of which is to ‘push boundaries.’ We don’t subscribe to what some may call ‘bureaucrat mode’; everyone is constantly moving, learning, and challenging limits regardless of their role or tenure. We encourage internal rotation, mobility, and the setting of stretch goals to challenge the status quo,” he noted. 

Even Marcus, who earlier in his career was recognised as a digital expert, found himself continuously adapting to emerging trends in a digital-first landscape. 

“I find myself in a position that is both a privilege and a humbling experience,” Marcus expressed. “I’m constantly adapting to the evolving landscape, where I’m both a teacher and a student—learning from our Gen Z teammates about new trends, fresh perspectives, and how to challenge traditional marketing funnels and concepts we grew up with as millennial marketers.”

On Layover: Turning a travel pause into momentum

Although Marcus was fully capable of leading his team, no one, including him, was prepared for the global pandemic, which brought the travel industry—the lifeblood of Klook—to a standstill.

However, despite the uncontrollable and uncertain nature of the pandemic, Marcus and his team remained focused on their mission of bringing people together through experiences.

As a younger travel company, Marcus sees Klook’s agile and growth-driven mindset as one of its greatest strengths. Without the burden of legacy models, they can “deconstruct to reconstruct” ideas, leveraging resources to drive rapid growth.

During the pandemic, when cross-border travel was restricted, Klook launched a staycation accommodation vertical that positioned the stay itself as the experience. Users could escape their daily routines and enjoy facilities like spas, dining, and attraction tickets without travelling to a new destination.

The blend of blog content, live streaming, and social media used to launch the company’s ‘STAY’ vertical enabled them to go to market faster than competitors, driving the vertical’s growth in multiple markets once cross-border travel resumed.

“Understanding that travel is an essential part of people’s lives, we knew that the closure of borders would result in a new wave of pent-up travel demand once the restrictions were lifted. It wasn’t a question of if, but when,” he said. 

Second stop: Visiting the new industry trends in the travel and experiences market

The rise of AI and the increasing influence of Gen Z have transformed customer behaviours, a shift that Marcus recognises. 

“You’ve heard the saying, ‘Gen Z broke the marketing funnel; it’s now a loop.’ I find this extremely relevant because we don’t live or work in a linear fashion anymore,” he stated. 

Marcus believes that while traditional marketing theories remain sound in principle, the reality has become far more complex. The conventional playbook—relying on search, paid ads, and static distribution channels—is rapidly becoming outdated.

He also acknowledges that attention spans are shrinking in an age of instant information, with consumers increasingly craving authentic, video-based content.

“To win, I often tell my team that we need to be part of culture and create content that can entertain, engage, and inform audiences simultaneously—and at scale—by using AI, refreshed creatives, and content,” Marcus said. 

Marcus further noted how the experiences market is evolving with younger generations prioritising authentic, immersive travel. From mega-events like Taylor Swift’s ‘The Eras Tour’ to wellness experiences, travellers are increasingly seeking meaningful, personalised experiences.

Beyond the types of experiences sought after, Marcus highlighted significant shifts in how these generations discover and book them. The evolution of social media is streamlining the booking process, enabling users to find inspiration and book experiences directly within apps. 

Additionally, content creators play a pivotal role in the travel industry, championing the discovery of hidden gems and unique destinations through authentic storytelling.

“As the next generation becomes increasingly socially savvy, content creators will play a greater role in igniting that sense of travel. After all, travel is inherently personal and emotional, and it is authentic content that will resonate most with today’s travellers,” Marcus expressed. 

Recently, Klook hosted its inaugural Kreatoverse Summit, uniting over 130 content creators in Singapore. This travel-focused event fostered collaboration among like-minded creators through idea-sharing sessions, exclusive experiences, and a live hackathon for content creation.

“At Klook, we recognised this evolution in customer behaviour and have shifted our focus toward content, social, and mobile marketing and even building our own global community of Kreators (Klook Content Creators) over the last few years,” Marcus concluded. 

Taking off: Celebrating years of joyful journeys and lasting impact 

As Klook marks its 10th anniversary, the company continues to innovate while giving back. To celebrate, Klook launched initiatives that reinforce its commitment to making a positive impact on local communities and users.

Among these initiatives are the 11 ‘Money-Can’t-Buy’ experiences that give users the chance to win unforgettable, once-in-a-lifetime travel adventures. 

“This project is close to my heart because it aligns with our mission—helping travellers create joyful memories that last a lifetime,” Marcus shared. 

Additionally, as part of their commitment to animal welfare, Klook partnered with ACES to accredit 12 elephant sanctuaries under the ‘Klook Assessed’ program, raising care standards for both animals and local communities. They also introduced over 200 certified sustainable activities, empowering travellers to choose eco-friendly experiences. Lastly, they offered complimentary local tours led by experts, providing authentic cultural insights and supporting small businesses. 

But it’s not just Klook marking a milestone—Marcus is also approaching his 9th anniversary with the company, having been part of its journey almost since the beginning.

As his anniversary approaches, Marcus admits to feeling a deep sense of ownership and fulfilment. 

“It’s probably quite rare (in life) that one finds a job that feels like a personal mission, despite not being a founder,” he shared. 

He also shared that he finds it fulfilling to mentor the next generation of talent following in his footsteps.

“The opportunity to mentor and lay the groundwork for the next generation of growth and years to come even when I eventually move on, makes each day feel fulfilling and unlike any typical 9-5 corporate job,” Marcus stated. 

Looking ahead, Marcus is committed to propelling Klook’s growth. His vision is to establish Klook as the premier platform for leisure and experiences, staying true to the mission of making the world a more joyful place by bringing people closer through experiences.

“I often say that the indomitable Klook spirit is what sets this company apart, and I’m incredibly proud to have played a part in its growth story. More to come! ” He declared. 

Philippines – RLC Residences, the residential arm of Robinsons Land, has partnered with Salesforce, supported by Appistoki, to drive its digital transformation and enhance customer experience through AI-powered, data-driven solutions.

Through this partnership, RLC Residences will harness the combined expertise of Salesforce and Appistoki to streamline operations and elevate the customer experience. By integrating Salesforce’s Data Cloud, Customer 360, and AI technology (Einstein), along with Appistoki’s digital infrastructure, RLC Residences will enhance its customer-focused approach, creating seamless, personalised journeys for homebuyers, owners, and investors at every touchpoint.

“This partnership started with one vision in our minds—delivering a customer-first approach across all touchpoints, ensuring that every encounter—from the first inquiry to long after move-in—is a delightful experience,” said Chad Sotelo, SVP and business unit general manager of RLC Residences and chief marketing officer of Robinsons Land. 

“This partnership with Salesforce and Appistoki brings us closer to our vision of creating homes and experiences that resonate deeply with today’s discerning homebuyers,” he added. 

RLC Residences will use Data Cloud to unify customer data in real time, enabling personalised experiences, real-time analytics, and data-driven actions. This integration will also power AI across all Salesforce applications, enhancing overall efficiency and personalisation.

This approach ensures seamless and memorable interactions at every stage, from inquiry to after-sales support. By anticipating needs and addressing pain points, RLC Residences enhances customer satisfaction and delivers a more personalised, efficient homeownership experience. This commitment to innovation positions the brand to meet the evolving needs of its customers.

Speaking on the partnership, Sujith Abraham, senior vice president and general manager at Salesforce ASEAN, stated, “RLC Residences is redefining the residential property market through elevating their customer experience with the power of the Salesforce Platform.” 

“RLC Residences is using our data meshing capability to unify their customer data across Salesforce and other data sources, through zero copy, to build a more unified view of their customer. This sets the foundation for personalised journeys at scale underpinned by AI. We look forward to a close partnership with RLC Residences on their customer-centric transformation journey,” Abraham further explained. 

“RLC Residences’ leadership team has a clear vision on how it wants to elevate the customer experience at every moment. Our firm has been fortunate to experience the amazing innovation in the Salesforce ecosystem with data cloud and AI. We are excited to play our part and see it take shape at RLC Residences. We look forward to making this initiative a landmark project in the industry,” Abhijeet Kulkarni, co-founder and CEO of Appistoki, added. 

This digital transformation will improve customer satisfaction, streamline operations, and cut costs. By automating processes and integrating data, RLC Residences expects faster service and stronger brand loyalty. With Salesforce’s technology, it is future-proofing operations to meet rising customer expectations and deliver greater value.

Singapore – Mobile shopping is the preferred choice for consumers across Asia Pacific, yet many brands and retailers are failing to keep up, resulting in frustration with the user experience, according to a recent report by VML. 

The report reveals that while physical retail is experiencing a resurgence in the West, consumers in Asia Pacific continue to favour online shopping. Globally, online spending dropped by 5% from 58% in 2023, indicating a shift towards more balanced shopping habits across both digital and physical environments, alongside a rising demand for in-person experiences.

However, the study found that in Asia Pacific, the decline in online shopping was far less pronounced, with only a 1% drop from 2023. The region continues to prioritise e-commerce, with India and China leading the way, where more than two-thirds of consumer spending still happens online.

As mobile shopping continues to dominate in APAC, consumers expect brands and retailers to adapt quickly. However, VML’s report revealed that many businesses have been slow to meet these expectations, resulting in frustrating user experiences across the region.

The report highlights that mobile devices have become the dominant shopping platform in Asia Pacific due to their affordability and accessibility, with 62% of consumers in the region now preferring to shop online via mobile.

Despite the strong consumer preference for mobile shopping, nearly half of APAC shoppers find the experience “difficult.” India faces the most challenges, with two-thirds of consumers reporting frustration with mobile shopping. The demand for improvement is clear, as 70% of APAC consumers believe brands and retailers need to significantly enhance their mobile shopping experiences.

Consumers are increasingly prioritising speed and convenience throughout their shopping journeys, with expectations for rapid delivery reaching new heights. According to the report, 29% of APAC consumers now expect their online orders to be delivered within two hours, reflecting a growing demand for near-instant gratification.. 

Research in the region further indicates that speed is particularly crucial for categories like pharmaceuticals and groceries, with nearly half of consumers expecting deliveries to be made in under two hours.

But speed goes beyond just delivery. According to the report, 70% of APAC consumers want a seamless, fast experience from product discovery to purchase, with Indonesia leading the way—where 80% of consumers expect a swift search-to-buy process.

With this, AI is also increasingly getting recognised for its potential to enhance efficiency and free up time. In Asia, optimism about AI’s future is strong, with 68% of consumers believing its benefits outweigh its drawbacks. However, the ANZ region is more cautious than its Asian counterparts. Nearly half of consumers in Asia are open to allowing AI to handle their shopping and organise their lives, reflecting a strong belief in AI’s potential to improve daily routines.

Meanwhile, the report also indicates that marketplaces like Amazon, Shopee, Tmall, and Lazada continue to dominate as the primary destinations for product discovery, contributing to 32% of consumer inspiration across the region. Notably, China leads the APAC market, with 63% of consumers using these platforms to browse for ideas. However, despite being the top choice for inspiration, their influence on actual purchasing appears to be waning, with marketplace spending in the region declining from 37% in 2023 to 28% in 2024.

Consumers are increasingly open to alternative purchasing channels, particularly as D2C investments rise in super apps like WeChat and Line. Interestingly, over half of APAC consumers express willingness to use a dating app developed by marketplaces such as Amazon, Tmall, and Lazada, showcasing their capacity for innovation and growth.

Moreover, social commerce is gaining significant global traction, with the Asia Pacific region setting the standard. An impressive 81% of consumers in this region have made purchases through social media, highlighting its widespread appeal.

TikTok Shops (or Douyin in China) dominate the social commerce landscape in China, Thailand, and Indonesia, with one in two consumers indicating they are most likely to make purchases on the platform. In contrast, in India, where TikTok is banned, Instagram has emerged as the leading platform, with over a third of consumers expressing a likelihood to transact there.

The study also revealed that Asian consumers are embracing live stream shopping, with 82% reporting that they have made purchases through this medium. In contrast, Australia and New Zealand lag behind, with just under one-third of consumers having participated in social live shopping events.

Nick Pan, chief commerce officer at VML APAC, shared, “The East skipped the desktop, leaping straight to mobile-first commerce, and Western businesses need to catch up. For consumers in the East, social platforms are the internet, making social commerce seamless and frictionless. The reach of social commerce alongside the immediacy of purchase are just two of the reasons why it should be right at the top of the agenda for consumer brands—especially for global brands wanting to expand to Asia.” 

VML’s report highlights the evolving definition of “consumer” as digital avatars become increasingly significant. Emerging technologies and channels are facilitating interactions that extend beyond the physical realm.

The lines between physical and digital consumers are increasingly blurred, as evidenced by the rise of gaming commerce. An impressive 91% of APAC consumers identify as “gamers,” with 70% of them spending money on in-game purchases. Notably, over half of APAC gamers feel that looking good in-game is just as important as looking good in real life.

Interestingly, blended realities even extend to the afterlife, with over half of APAC consumers showing interest in “post-death consumerism.” Thailand leads the way, with three-quarters wanting to participate. Additionally, 54% of consumers in the region are interested in using AI to engage in virtual conversations with deceased loved ones.

Beth Ann Kaminkow, global chief commerce office at VML, said, “The new era of consumers is upon us. Demanding to be at the centre of their own immersive omnichannel universe, brands and retailers are still playing catch-up on the new rules of commerce. Through this report, VML continuously seeks to better understand our future shoppers—uncovering what drives them to discover, engage, and ultimately, purchase—to help marketers redefine how they drive brands and businesses.”

Aadit Bimbhet, regional commerce director at VML APAC, added, “While the West sees a resurgence in physical retail, Asia Pacific reminds us that the future is still digitally driven. Global businesses can learn from the region’s mobile-first mindset, its embrace of social commerce, and its openness to AI-powered shopping. To win in APAC and increasingly globally, brands must prioritise seamless digital experiences, hyper-personalised engagement, and lightning-fast fulfilment.”

Singapore – Zendesk has announced the launch of ‘Relay,’ a new app that offers proactive messaging for companies using WhatsApp and SMS. Relay allows companies to proactively connect with customers at scale using outbound messages in WhatsApp and to manage all those conversations natively in Zendesk.

By deepening its partnership with Meta’s WhatsApp and SMS providers like Twilio, Zendesk empowers businesses to enhance their CX strategies significantly. This collaboration is designed to provide customer service teams with the tools to proactively keep customers informed, ensuring that crucial updates are delivered before customers need to seek out information on their own.

With Relay, customer service teams can improve targeting and personalisation by using dynamic content and targeted audience data, creating custom messaging templates, and boost customer loyalty, increase satisfaction, and drive higher sales through timely and relevant proactive communication.

Mike Keohane, regional vice president for business development at Zendesk, said, “Consumers now expect real-time, personalised communication from brands, akin to what they experience in their personal lives. By adopting proactive messaging strategies, businesses not only meet but exceed these evolving expectations, delivering timely and relevant information through channels that customers already use and trust.”

He added, “Relay will allow companies using Zendesk to proactively contact their customers through WhatsApp, to provide important updates that they might not be aware of. This can include examples such as reporting incidents, invites for exclusive opportunities, and requests for feedback on services or products.” 

Meanwhile, Maureen Chong, regional vice president for Asia at Zendesk, commented, “Conversational commerce is becoming the new standard in Asia Pacific, with consumers desiring more seamless experiences with the brands they interact with. That said, our CX Trends Report reveals a stark disconnect between what consumers in APAC desire–for everything to happen within the same chat–and the ability of APAC businesses to provide that. Solutions like Relay will help businesses bridge this gap in expectations, ultimately allowing them to marry immediacy with engagement while delivering personalised, quality CX at scale that will improve the bottom line.” 

Singapore – Around 82% of leaders in Singapore believe AI will make or break businesses, with 78% of them think traditional CX will be dead–and saying 2027 will mark the “death of traditional CX”. This is according to the latest data from Zendesk.

The report envisions a future where CX organisations become leaner, faster, and more effective, with AI at the helm to streamline processes, personalise engagement, and handle a higher volume of customer interactions. 

Moreover, the evolution will likely lead to smaller CX teams, as 74% of industry experts across Asia-Pacific predict a downsizing due to AI’s ability to simplify operations while delivering high quality service to customers. Industry experts in Singapore record the most muted response (63%) to the predicted downsizing, compared to their regional counterparts in Australia (84%) and India (73%). 

Industry leaders in the region also believe AI is changing everything about CX, with leaders in Singapore agreeing the least (85%) with this sentiment compared to leaders in India (92%) and Australia (90%). Despite this, leaders in Singapore show optimism for the future of CX in the next three years: 87% believe voice-activated self-service will be an option for all channels; 85% say integrated text, voice and video interactions will be combined into a single experience; and 81% believe all CX solutions will have built-in generative capabilities. 

Around 84% of them also believe there will be a fivefold increase in customer service interactions by 2027, with leaders confident in AI’s ability to maintain quality service. This shift will make operations smoother, decisions sharper, and boost market competitiveness. As AI takes over routine tasks, it will enable teams to be more efficient and control costs, allowing for effective scaling of business operations even as customer interactions increase. 

In Singapore, 70% of industry leaders believe all channels will be powered by AI in three years, with AI-assisted support augmenting human agents by providing real-time diagnostic assistance and recommendations. 

“Industry leaders will transform into customer-centric visionaries, equipped with a deep understanding of the solutions that truly resonate with customers. They will proactively apply AI, using real-time data for better customer experiences, and collaborate across departments to safeguard customers and swiftly innovate based on AI insights. This transition will empower CX leaders to deploy AI strategically, make smarter decisions, and effectively guide their teams through emerging tech trends and evolving customer behaviours,” Zendesk said in a press statement following the report’s release.

The report also notes that AI’s impact on CX organisations promises to be significant, reshaping the roles of agents, admins, and leaders to prioritise specialised skills. In fact, 86% of industry leaders in Singapore say agent roles will evolve to cross-functional roles for more holistic service, with three-quarters believing they will only handle complex escalations that involve in-depth troubleshooting. Agents will see their roles expand to include enhanced technical skills and a deeper understanding of technology.

Lastly, admin roles are on the cusp of a big change, becoming proactive guardians of business operations. They will increasingly rely on AI copilots and smart tools to manage automated interactions and to make AI-driven improvements. 

“In their day-to-day, admins will keep a real-time pulse on the quality of agent interactions, refine automation, predict staffing needs, and implement workflows suggested by AI. They will need to master using AI to enhance team performance, employ no/low-code tools for automation, make data-driven decisions, and balance workload between humans and AI to meet customer needs. This evolution will empower admins to spearhead strategic advancements and maintain efficient, effective operations,” the report also added.

Speaking on the report’s release, Craig Flower, chief information officer at Zendesk, said, “In the near future, AI will play a role in all customer interactions, moving us beyond traditional, manual service to more advanced, technological-driven experiences. That’s why leaders are proactively adjusting their strategies now to navigate the anticipated changes and leverage AI to its fullest potential. A transformation won’t happen overnight, but there will be a steady progression that develops over time. It’s going to redefine roles and improve experiences for CX teams and their customers.”

Meanwhile, Maureen Chong, regional vice president, Asia at Zendesk, commented, “Consumers today have been clear about the imperatives in their interactions with businesses – an AI-assisted, personalised experience that’s consistent across all platforms. CX leaders across Asia Pacific are feeling the pressure to adopt AI into their CX organisation, with over 90% saying the pace of change is overwhelming.”

She added, “With only a quarter of leaders in the region describing their AI adoption as advanced, industry leaders are recognizing the gaps and taking steps to strengthen their CX. Key areas they are addressing – enhancing data security, investing in new CX technologies, expanding AI and automation in service delivery, integrating generative AI and optimising self-service support. Done right this won’t just help businesses weather ongoing economic uncertainties – it will, in fact, give them a competitive edge.” 

Singapore – APAC brands stand to reap considerable rewards, with new data from Merkle showing that around 65% of APAC CX leaders who prioritise customer-centricity and use it as a metric for success have witnessed up to a 15% surge in customer retention and loyalty.

The report also notes that a notable 20% of these leaders have experienced even greater improvements. Likewise, APAC CX adopters have enjoyed significant benefits, with 56% seeing a rise of up to 15% in customer retention and loyalty, and 36% witnessing improvements exceeding 15%. 

It is also worth noting that successful CX organisations in APAC have well-integrated technology to streamline operations and enhance customer interactions, which is crucial for achieving seamless CX transformations. Moreover, APAC CX leaders are also noted to implement AI-driven CX solutions at a much faster rate than other groups. 

Chris Webb, chief operating officer at Merkle APAC, said, “APAC is at the forefront in many aspects of customer experience, showcasing innovative approaches and significant advancements. Brands in this region that are adapting their CX strategies are already seeing remarkable revenue growth, highlighting the immense potential in our markets.” 

He added, “While APAC CX Leaders are at the top in terms of CX leadership and principles, our findings also shed light on some areas for improvement. There is much to be done by APAC brands in the adoption of integrated technologies, and to amply prepare for a cookieless future. The need for greater collaboration among APAC CX Leaders as well as cooperation and coordination among departments and stakeholders in the utilisation of integrated technologies is imperative for enabling CX excellence in the APAC region.” 

Malaysia – To celebrate its 30th anniversary, Watsons Malaysia has launched its first-ever branded airplane in collaboration with AirAsia, taking its health and beauty offerings to the skies.

The Watsons-branded airplane will start serving passengers from mid-July onwards at Kuala Lumpur International Airport Terminal 2 and will feature Watsons’ branding, in-flight shopping opportunities, and various in-flight engagement activities. 

As part of its 30th anniversary celebrations, Watsons Malaysia will introduce a series of initiatives to share joy with its customers and enhance the shopping experience. 

The in-flight shopping experience features key product categories, including travel and health essentials, on-the-go beauty products, exclusive brands, and Watsons Brand items. Passengers can easily view and scan QR codes for these products before take-off and conveniently collect their purchases at any Watsons stores in Malaysia upon arrival.

Watsons members can also enjoy region-wide privileges with the Asia One Pass, available in 10 markets. This allows members to access local offers while travelling and earn points not only in their home market but across all Watsons markets in Asia.

Loyalty members who spend at least RM100 in a single transaction, either offline or online, will have the chance to win prizes such as AirAsia flight tickets, AirAsia MOVE hotel stays, AirAsia MOVE points, and Watsons e-vouchers.

Dr. Malina Ngai, group CEO of AS Watson Group, said, “Today, I’m excited to officiate the launch of our partnership with AirAsia to have our first-ever Watsons-branded airplane as a special initiative for the 30th anniversary. What led us to this partnership is our shared belief that ‘Sky is Not the Limit’—our passion to serve our customers has no limits, and anything is possible for us.” 

Ngai added, “Watsons has been at the forefront of revolutionising the in-store environment for customers, and over these two years, we’re innovating customer experiences in Asia, including Malaysia, and investing USD250 million in 6,000 new and upgraded stores. This means 75% of the store portfolio in Asia will provide a more innovative and enhanced experience for our customers.” 

Caryn Loh, managing director of Watsons Malaysia and regional exclusives director at Watsons International, said, “As customers’ expectations for a seamless and pleasant shopping experience have been rising for over two years, Watsons Malaysia is opening and upgrading 300 O+O stores and enhancing its shopping experience, making its stores the preferred destinations for interactive experiences as the No. 1 personal care and beauty retail brand in Asia.” 

Watsons Malaysia is committed to elevating the shopping experience with innovative and immersive offerings that help customers “look good, do good, and feel great.” Central to its business is the dedication to providing a wide range of high-quality products at great value, ensuring a pleasant shopping experience. As one of the fastest-growing markets in Asia, Watsons Malaysia now operates over 700 stores and offers 12,000 products online and offline.

Manila, Philippines – Global digital payments company Visa has launched its latest resource offerings to assist Filipino merchants, especially small and medium-sized businesses (SMEs).

Taking full advantage of Visa’s digital payment solutions, this online toolkit aims to optimise the customer shopping experience and increase sales, particularly in the Philippine tourism sector.

This is part of Visa’s commitment to empower Filipino SMEs and boost tourism, a crucial growth sector for the economy, by helping more merchants offer seamless contactless payments.

The SME online toolkit offers merchants detailed, step-by-step instructions in English, including a script for cashiers on how to initiate and complete digital payment transactions.

The toolkit describes how most Visa cards have the contactless feature as identified by the symbol and includes instructions on how customers can tap the terminal with their card themselves to make payments.

Additionally, this toolkit offering from Visa comes alongside its other efforts to promote tourism in the Philippines, with its participation in the Philippine Department of Tourism’s tourism summit as a panel, as well as a partnership with the Pacific Association of Tourism (PATA) wherein Visa led a workshop trained tourism SMEs on financial, risk management, digital skills, and highlighting digital payments preferred by tourists.

Talking about this initiative, Jeff Navarro, country manager for Visa Philippines, said, “Visa is committed to empowering businesses with the latest payment technologies and enabling contactless payments to support the growth of tourism in the Philippines. With Visa’s new SME online toolkit, we hope to facilitate the widespread adoption of digital payments among SMEs, addressing the needs of the travel ecosystem and aligning with the preferences of today’s travellers.”

Organisations across Southeast Asia are risking US$144b in revenue because of poor customer service, with consumers across the region increasingly cutting spending after receiving a poor experience.

This finding from Qualtrics XM Institute highlights the significant business value of great customer experience (CX). At a time when brands find themselves under pressure to drive greater business impact in challenging market environments, delivering a superior CX is one of the most impactful, sustainable, and efficient ways to achieve this. And within this context, the role and value of digital channels and e-commerce platforms cannot be overstated.

Consumers are ever more digital

Consumers continue to conduct more brand interactions through digital channels. For example, in the last year 56% of consumers in Singapore opened a bank account on their mobile phone – up from 48% a year previously; in healthcare 42% of people used a telemedicine service in the last 12 months, up from 35%; and 26% of superapp users say they use one every day, up from 22%.

Great digital support also has an outsized impact on consumer loyalty, with consumers more likely to return when they get great digital support compared to in-person. The challenge for brands, however, is consumers are less likely to be satisfied by their digital customer support experience compared to human support.

As brands, consumers, marketing and CX teams increasingly adopt and mature their e-commerce platforms and digital capabilities, organisations that invest in improving the services, support, and experiences delivered through them are well placed to pull ahead of the competition, unlocking greater customer retention, satisfaction, brand awareness, and ultimately revenue.

5 steps to e-commerce success and impact

Forge partnerships with digital stakeholders

For marketing and CX teams looking to drive improvements across e-commerce platforms, a critical step is identifying and getting to know potential partners across the business – such as web and app development teams, digital marketing, UX/UI, data analysts, product managers, and IT. Understanding the internal digital landscape highlights collaboration opportunities, generates organisational alignment and support, helps define roles and responsibilities, and enables faster-decision making to accelerate progress and business impact.

One of the most successful ways we see CX and marketing teams partner with digital teams to improve the performance of e-commerce platforms is when they begin their collaboration with a focused use case, such as high cart abandonment. As part of this collaboration, the teams combine CX insights from surveys, reviews, and support conversations with operational data, such as web analytics, and customer segmentation, to understand the issue, outline recommended next best steps to resolve it, and demonstrate the business impact to garner greater support in broadening the project scope.

Map the customer journey and understand their behaviours

To improve CX across digital channels and e-commerce platforms, brands need to understand consumer behaviours for these types of offerings, and their preferences when using them. For example, research shows the majority of consumers in Singapore prefer to speak with a representative directly when purchasing a TV compared to online or mobile. In contrast, when booking a flight the preference is to self-serve using a digital channel.

Most customer engagements span multiple channels and departments; for e-commerce these often include account management, purchasing a product, resolving an issue, research, and getting a status update. Taking the time to understand the customer journey and behaviours for specific use cases ensures teams prioritise their investments and efforts in areas where they will have the greatest impact. Looking at digital CX in the context of a complete journey helps teams remove siloes that might otherwise hinder progress and impact, cultivate strategic alignment, and uncover unmet needs and opportunities.

Capture customer feedback in the moment

Early in the partnership between CX and marketing teams with digital, it’s important to establish a set of passive listening posts across all digital channels and e-commerce platforms – these should supplement the existing customer feedback programs CX and marketing teams traditionally manage, such as surveys. Common examples of passive listening posts include having a visible and easy-to-use always-on feedback button, or using modern AI-powered experience management technologies to analyse feedback shared by customers across social channels, online reviews, and through calls to the contact centre.

Giving customers the ability to share feedback in the moment helps uncover authentic, targeted, actionable insights and enables teams with real-time, focused insights to drive improvements when and where it matters most.

Use digital analytics to understand online consumer behaviours

Digital analytics help teams capture behavioural data from all site visitors, such as rage-clicking, mouse thrashing, and click-paths. This data is more objective and accurate than traditional feedback data – it reflects what people actually did rather than what they think they might do – and it can be captured continuously and in real time. All these benefits make digital behavioural insights critical for helping develop a dynamic understanding of digital journeys and pain points. 

Take action on feedback when and where it matters

Using AI, CX and marketing teams can benefit from workflows that automatically route feedback to the right stakeholders to take action on. These automated workflows should integrate with the systems and processes stakeholders already use as part of their everyday role, such as Jira, Slack, or Salesforce, to ensure swift adoption. AI will also empower teams to instantly identify and support customers encountering difficulties online, such as using digital analytics data to flag customers that might not be able to find what they’re looking for, or advanced conversational analytics to escalate online chat conversations. 

AI will help teams deeply understand the emotion, intent, and effort behind every engagement, and become more pro-active and predictive to resolve problems before they arise. The keys to optimising the impact of AI-powered workflows is identifying the initial triggers driving action – which can be metrics including CSAT, effort, satisfaction, digital analytics, or even key words – and ensuring ticketing notifications are routed to the correct teams.

AI accelerates and expands e-commerce impact

As organisations and consumers increasingly adopt and embrace AI, there are significant opportunities to drive improvements across every aspect of the customer experience, including digital and e-commerce. 

Right now, organisations are focusing on where AI can have the greatest impact on their business – be it growth, productivity, or operational efficiencies. From these starting points we will see AI programs scale, and there will be a first-mover advantage for those leading the way. Organisations already using AI in their e-commerce and digital offerings – or about to begin – have a head start on the competition, and will be better positioned to deliver great CX in the moment, across every channel, and across every engagement.

This thought leadership is written by Eleanor O’Dwyer-Duggan, CX Solution Strategist, Southeast Asia at Qualtrics

MARKETECH APAC is leading the conversation on the future of e-commerce marketing strategies this 2024 and beyond with the E-Commerce Marketing in Malaysia 2024 conference on July 25, 2024 at Sheraton Petaling Jaya and the E-Commerce Marketing in the Philippines 2024 conference on August 14, 2024 at Crowne Plaza Manila Galleria. Join us and become an integral part of a dynamic community committed to pushing the boundaries of innovation and fostering unparalleled growth in the e-commerce domain.