Merkle, a leading player in data-driven customer experience management (CXM) and part of the dentsu network, has just released the second installment of its 2024 Customer Experience Imperatives Report. Titled Winning in Today’s Experience Economy: What CX Leaders Do Differently, the report offers profound insights into the strategies and priorities of 820 global business leaders, with a significant focus on the APAC region.
“The second installment of our 2024 Customer Experience Imperatives focuses on the priorities and actions of CX business leaders in the APAC region, shaped by the evolving expectations of consumers,” stated Chris Webb, Chief Operating Officer of Merkle APAC. “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.”
Key Findings for APAC
- Codified CX Strategies and Customer-First Cultures: APAC CX leaders prioritize customer needs, embedding them deeply into their operations.
- Focus on Customer Feedback: Investments by APAC CX leaders are more directed towards understanding customer feedback rather than competitor activity.
- Integration of Technology: Successful CX organizations in APAC leverage well-integrated technology to streamline operations and enhance customer interactions, essential for seamless CX transformations.
- Rapid Adoption of AI-Driven Solutions: APAC CX leaders implement AI-driven CX solutions at a notably faster pace compared to other regions.
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The report highlights that APAC brands are reaping considerable rewards from these strategies. Data reveals that 65% of APAC CX leaders who prioritize customer-centricity have witnessed up to a 15% surge in customer retention and loyalty. Furthermore, 20% of these leaders have experienced even greater improvements. APAC CX adopters also enjoy significant benefits, with 56% seeing up to a 15% rise in customer retention and loyalty, and 36% witnessing improvements exceeding 15%.
“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,” Webb added. “The need for greater collaboration among APAC CX leaders as well as cooperation and coordination among departments and stakeholders in the utilization of integrated technologies is imperative for enabling CX excellence in the APAC region.”
Merkle’s 2024 CX Imperatives report is a comprehensive, forward-looking publication backed by extensive research involving both global consumers and CX practitioners. Conducted in late 2023, the survey included 2,100 consumers and 820 business leaders across 18 countries.
For detailed insights, download the full report here.
About Merkle
Merkle, a dentsu company, has been at the forefront of digital business transformation for over 35 years. As the only integrated experience consultancy with a heritage in data science and business performance, Merkle delivers end-to-end experiences that drive growth, engagement, and loyalty. Recognized as a leader by top industry analysts, Merkle operates with over 16,000 employees across more than 30 countries. For more information, visit Merkle.
