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APAC marketers focused on mobile-first and personalisation: Econsultancy-Adobe study

Zafirah Salim | Feb. 10, 2015
Compared to marketers in North America and Europe, Asia Pacific marketers are betting big on delivering the most personalised and relevant experience possible, with 38 percent nominating this as their top priority compared to 32 percent in the other two regions.

Adobe has partnered with Econsultancy to conduct a study that aims to reveal regional differences between Asia Pacific (APAC), Europe and North America, as well as shed new light on how marketers interpret and prioritise the different elements of what makes a brilliant customer experience.

The report, titled Digital Trends 2015, surveyed over 6,000 marketers worldwide, with 14 percent of respondents from APAC.

The results revealed that marketers are grappling with the complexities of creating a customer experience (CX)-friendly culture but are aligned in their determination to differentiate their business through CX. A similar number of respondents across the three regions agree with this statement, with 78 percent from APAC, 79 percent from Europe, and 77 percent from North America.

Paul Robson, President of Adobe APAC, said that getting customer experience right was not a simple proposition for a business.

"Customer experience represents the entire range of interactions a customer might have with a business, covering a range of touch points from awareness and discovery, right through to purchase, use and ideally, advocacy," he said. "It's a complex proposition for a business to serve up a consistent and excellent series of touch points across a lifecycle that moves from real life to digital; from store front to website and social networks. But it's a challenge that marketers in Asia are embracing."

Improving customer experience

The report drilled down into where organisations were placing the highest emphasis on in terms of improving customer experience. Compared to marketers in North America and Europe, APAC marketers are betting big on delivering the most personalised and relevant experience possible, with 38 percent nominating this as their top priority compared to 32 percent in the other two regions.

When asked about the primary ways in which their organisation will seek to differentiate itself through customer experience in the next five years, more regional differences were revealed. The majority of respondents in all three regions selected customer experience and service: making it fun, easy, valuable and pleasurable to do business - 42 percent for North America, and 46 percent for Europe and APAC.

However, more APAC marketers were focused on becoming a 'mobile-first' business, with 10 percent of respondents identifying this as their top priority compared to seven percent in Europe and just five percent in North America.

"The smartphone dominates as the device of choice among the majority of APAC consumers, and is used to research, communicate and make purchases, so it makes perfect sense that more marketers here than anywhere else in the world are prioritising development of a mobile-first business," said Robson.

Critical elements of good customer experience

However, when asked about the building blocks needed for a company to create an exceptional CX, APAC marketers also had some distinctive views that may impact the development of some of their more ambitious visions.

 

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