CX Innovation Key To Protect Business From Competitors: Report

The 2021 State of CX (Customer Experience) Maturity Report reveals that more Indian enterprises are investing in CX as a means to grow their business as compared to other countries in the Asia Pacific Region. The study was conducted by Zendesk, in partnership with Enterprise Strategy Group (ESG) and it showed that about 88 per cent of Indian organisations accelerated their CX projects over the past 12 months compared to their counterparts in South Korea (67 per cent), Australia (65 per cent), Singapore (62 per cent) and Japan (37 per cent).

More than 3400 CX decision-makers were surveyed globally for this report of which 921 were from APAC. It noted that Indian organisations lead globally in their enthusiasm for a conversational future, with 79 per cent of them agreeing that chat and social channels are most used by customers today and 100 per cent predicting this will remain the case in the future.

The research also found that the number of Champions within midsized and enterprise companies in Asia Pacific has increased from 6 per cent to 8 per cent since 2020 and among them India (16 per cent) and Australia (12 per cent) have the highest proportion of Champions.

Majority of the respondents in APAC agree that CX innovation is required to protect their business from competitors. In India, 97 per cent of midsize and enterprise-sized Indian organisations agree with this sentiment. About three-quarters of them recognize the strategic imperative of CX innovation more than their counterparts in South Korea (49 per cent), Japan (45 per cent), Singapore (42 per cent) and Australia (41 per cent).

Indian organisations said that they use support data to expand sales opportunities and business growth, the highest globally. The report also revealed that over three-quarters of larger Indian organisations (77 per cent) achieved greater cross-channel visibility, a significantly higher percentage than their counterparts in Australia (36 per cent), Singapore (29 per cent), South Korea (23 per cent), and Japan (17 per cent).