Conversational AI reshapes APAC customer experiences: Infobip

Approximately 39% consider this a crucial investment priority for the next two years.

APAC businesses are leveraging conversational AI to revolutionise customer experiences, according to Infobip’s “Driving Meaningful Customer Engagement with Conversational AI” ebook.

“The industry shift towards better CX is not unexpected. In the past, customers would have to wait for an available service agent to respond to their queries,” the report stated.

“Today, APAC businesses are empowering customers to find answers, request services, and complete transactions independently through the help of omnichannel communication solutions powered by conversational AI,” it added.

This shift accelerates response times and cultivates a sense of appreciation amongst customers.

Lavanya Jindal, senior research analyst at IDC Asia/Pacific, noted that having a single source of truth across interactions and channels enables more relevant and intelligent conversations, raising the bar for personalisation.

Moreover, conversational AI chatbots have evolved beyond providing automated responses to encompass functionalities such as automated data collection, promotional activities, and guidance through the purchase process.

Messaging apps have emerged as preferred communication channels for APAC customers, prompting brands to establish a presence on platforms like WhatsApp and Viber. 

Amidst evolving customer expectations, the IDC Future of Customer Experience Survey 2023 highlighted significant gaps in organisations' ability to maintain customer context across various touchpoints in key APAC markets. For instance, in China, 37% of organisations face challenges in this regard, a figure that rises to 40% in Malaysia, 60% in Indonesia, and 60% in India.

In response to heightened customer demands for authenticity and personalised attention, businesses are reallocating resources. Prioritising investments in customer satisfaction and trust (87% in Malaysia and 58% in China), as well as customer service and support (97% in Indonesia and 83% in India), reflects this shift.

The IDC Business Value Engineering 2023 Survey reported that 39% of APAC businesses see conversational AI as a critical investment priority for the next two years. The investment is driven by the aim to enhance customer success, loyalty, and advocacy, aligning products and services with customer needs.

Chatbots ranked amongst the top two areas for integrating GenAI in APAC businesses, according to IDC’s Future Enterprise Resiliency & Spending Survey Wave 1 January.

“Conversational AI has gained significant momentum in recent years,” said Velid Begovic, VP Revenue at Infobip. APAC is Investing in Conversational AI. “To truly excel, it must be properly integrated across the technology stack alongside the human elements throughout the customer journey.”