APAC businesses leads in customer experience investment: report

About 60% of made investment in customer experience, higher than other regions.

Around 59% of businesses in the Asia-Pacific region have made investment in improving customer experience management, outpacing business in other regions of the world, a report found.

In its 2022 Digital Trends: APAC in Focus report, Adobe found APAC businesses outpaced business in North America (57%), and Europe (53%).

Most businesses in APAC, or 60%, also expect to accelerate investment in customer data technology.

“Understanding and serving a new breed of online consumers, many with mobile-first preferences, as become the new competitive battleground for APAC businesses,” Scott Rigby, Chief Technology Advisor, Adobe Asia Pacific and Japan, said.

“While many organizations are responding decisively by fast-tracking investment in improving the digital experience, spend alone is unlikely to set the leaders apart.”

Moreover, Adobe reported 77% of APAC businesses saw a surge in new customers through digital channels in the past 18 months, but only 25% of businesses agree that they have significant insight on the new wave of customers.

“The digital rewiring of consumer mindsets in Asia Pacific has been of high benefit to those businesses who have embraced an agile digital mindset, purposeful collaboration and sped up their time-to-value ratio,” Duncan Egan, Vice President Digital Experience Marketing, Adobe Asia Pacific & Japan, said.

“Companies that overcame organizational and technology silos to work cross-functionally, were able to drive meaningful customer experiences that are personalized, real-time, relevant, and connected across all channels.”