More than half (55 percent) of North American respondents ranked technology and tools as being among the three most critical elements in the delivery of customer experience, compared to only 43 percent in APAC. Among North American respondents, 15 percent of them ranked technology and tools as the most important delivery factor and 18 percent as second most important; compared to seven percent (first) and 16 percent (second) in APAC.
Instead, APAC marketers identified strategy, culture (a cross-business approach with the customer at the heart of all decisions) and the development of digital marketing skills combined with analytics and technology as the most important building blocks that will help a company transform its customer experience approach. Marketers in North America and Europe were aligned, identifying the same three elements as the most critical.
"Customer experience is forcing organisations to create a more integrated approach, with marketing no longer simply carried out by the marketing department but at every customer touch point, which is dramatically changing how the brand experience is delivered," said Robson. "This research shows that we're seeing a high level of marketing sophistication in digitally-aware Asian businesses, whose marketing leaders are transforming their organisations to ensure brand is central at every moment of customer experience."
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