Singapore – When it comes to customer experience(CX), customer data serves as a significant source of insights that can be used to predict behaviours and needs, while informing an organisation on how it resonates with its customers.
However, brands within the Asia-Pacific(APAC) region still face significant challenges in the way data is collected and analysed, according to a report from unified customer experience management platform Sprinklr and global customer experience platform CX Network.
Specifically, the report found that 46% of brands in APAC said they do not have a central data storage required to deliver a competitive customer experience, with only 58% indicating that they had an annual budget of US$100,000 or less for contact centre solutions.
On the other hand, 79% of brands in APAC are using multiple tools to understand customer data, impacting operational efficiency as well as overall customer experience, with 54% of brands storing their contact centre data in a way that can be easily analysed.
With these findings in mind, the report underscores that modern CX demands unified systems that enable digital communication channels handled by the contact centre to deliver the most comprehensive understanding of customers, their experiences, and the likelihood that they will return.
The ability to do this depends on where customer data is stored, whether it is received by CX teams in real-time, how it is actioned, and the tools available for the job.
Talking about the findings, Melanie Mingas, editor in chief at CX Network, said, “When it comes to advancing the quality of CX and the efficiency of operations, these organisations must take the opportunity to embrace AI-powered tools that support workflows and analyse customer interactions across all channels. This report outlines the benefits of upgrading the tech stack and provides practical advice on how to initiate such a project.”
Meanwhile, Arun Pattabhiraman, chief marketing officer at Sprinklr, said, “The use of multiple disconnected tools for CX management can lead businesses to underutilise their consumer data and miss key business insights. Our latest report spotlights some of the industry-wide gaps in data collection and analysis for the Asia-Pacific region, to encourage a shift to the more optimal approach of unified CX management.”
“Sprinklr’s unprecedented AI-powered CXM platform is a global leader in this space, helping some of the world’s leading businesses extract the maximum value from their data, while improving their overall customer experience,” he added.