|By Marketwired .||
|March 19, 2014 08:30 PM EDT||
SINGAPORE -- (Marketwired) -- 03/19/14 -- Asia-Pacific and Japan (APJ) companies may want to take heed of the famous quote by American actress Mae West -- "An ounce of performance is worth pounds of promises" -- particularly as it relates to delivering on brand promises made to Asia's 4.3 billion consumers.
In a new study on the state of customer experience across APJ, the Chief Marketing Officer (CMO) Council reports that only 26 percent of marketers surveyed believe their back-office systems and operational structures enable their companies to live up to brand promises and marketing claims.
The CMO Council, in partnership with SAP, gathered insights from 245 senior marketers in 16 Asia-Pacific countries through an online audit during the third and fourth quarters of 2013. Findings from the audit show that only 10 percent of respondents felt there was strong alignment and synergy among functional heads when it comes to ensuring a seamless experience across all customer touch points and operational areas of the business.
With the voice and influence of Asia's mobile device-connected, socially active and brand-conscious consumers mounting, regional marketers feel they need to step up their game when it comes to ensuring that companies live up to marketing claims and brand promises on an operational, after-market support and back-office-systems level.
"There is no point in wasting marketing resources on seducing customers with offers, incentives and captivating branding if there is a big disconnect on the product, business policy or service experience side," noted Donovan Neale-May, Executive Director of the CMO Council. "You'll just see churn, disaffection and bad word-of-mouth, which can be quite damaging in a socially connected region like Asia."
The CMO Council notes that just 23 percent of marketers surveyed in APJ have calculated how the customer experience has directly impacted business performance through lost or gained revenue, retention, defection, detraction or advocacy.
APJ marketers believe customer-centric cultures require CEO mandates, management commitments and employee empowerment that is driven by real-time market insights, more personalized engagements and higher-value, actionable information and analytics delivered across the organization.
From a benchmarking standpoint, the CMO Council study, entitled "Maximize How You Individualize," reveals that the customer experience lacks measurement, accountability and dedicated resources throughout APJ-based companies and multi-nationals operating in the region. This is surprising considering that 45 percent of survey respondents represented companies with $1 billion or more in revenue, and 30 percent held positions at companies with annual sales between $100 million and $1 billion.
Ownership of the customer experience is seen by survey participants to be fragmented and distributed across multiple titles and areas of operational responsibility, including the CMO (31 percent), head of service and support (10 percent), vice president or director of customer sales and service (9 percent), chief operations officer (8 percent), chief sales officer (6 percent), and chief experience officer (6 percent). Only 39 percent of marketers feel these individuals have the authority and budget to really influence and impact CXM.
"It is easy for marketers to get caught in a conversation about who owns the customer experience. In reality, everyone across the enterprise bears a responsibility to deliver consistent, relevant and delightful customer experiences. However, marketers have the unique opportunity to become the true champion of customer centricity by adopting customer-listening strategies and data-driven approaches that aid customer experience transformation," noted Grace Ho, Managing Director of Marketing for SAP Asia-Pacific/Japan. "Today's marketer is in a position to empower the organization with deep knowledge of the customer's wants, needs and expectations. Social listening is an excellent way to glean customer sentiment about a product or service. Customer sentiment can be captured in real time and then shared across the organization to help adapt and shift customer experiences to maximize business outcomes. Insights from predictive analytics can foster understanding of the level of loyalty and attachment a customer has for your brand and help shape and unify the customer experience strategy for the entire organization."
Most notably, the CMO Council highlighted the following key data points resulting from the study:
- Just 25 percent of companies have conducted a customer experience management (CXM) audit across all touch points, life stages and operational areas.
- Only 36 percent of marketers report having a formal CXM strategy or program in their organization.
- Only 24 percent have a comprehensive view of engagements and interactions across all stages of the customer lifecycle.
- Only 8 percent say they have well developed and fully evolved systems for understanding and meeting the needs of customers.
- Just 11 percent are highly satisfied with their ability to listen and respond to the needs of the customer.
In addition to the online survey, the CMO Council and SAP engaged on a qualitative level with groups of senior marketers in Hong Kong, Kuala Lumpur, Melbourne, Mumbai, New Delhi, Seoul, Singapore and Sydney. Conversations with more than 160 marketers across APJ evidenced a strong desire for chief marketers to be the primary champion and ombudsman for the customer experience, tracking satisfaction, loyalty, reputation and word-of-mouth.
Topics covered in the CMO Council's audit of customer experience in APJ included:
- Essential requirements to be a customer-centric company
- Challenges to delivering a seamless customer experience
- Most prevalent gaps in delivering customer experience
- How to better align functional areas around CXM
- Preferred channels for customers to interact with companies in APJ
- Solutions being considered or deployed for better listening and feedback
- Issues around managing customer data and gaining a 360-degree view
The 82-page report contains detailed findings from a 32-question online survey of 245 senior marketing executives across 16 countries and multiple industry sectors in Asia-Pacific and Japan. The full report ($199) includes summaries of best-practice interviews with marketing executives from companies like Air Asia, ANZ, BMW, Cathay Pacific Airways, Coles, Fujitsu, Godrej, Lenovo, Malaysia Airlines, Singapore Post, Standard Chartered Bank, Tata Capital, Virgin Mobile and Vodafone. The complete report and complimentary executive summary are also available by visiting www.cmocouncil.org/r/maximize-how-you-individualize.
An additional resource that compares regional findings to global findings, lists key challenges marketing faces in achieving customer centricity, illustrates the direct line from customer experience to revenue, and explains the roadmap to maximizing the experience can be downloaded by visiting www.cmocouncil.org/resources/cmoc-maximize-how-you-individualize-infographic.pdf.
About the CMO Council
The Chief Marketing Officer (CMO) Council is the only global network of executives specifically dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The CMO Council's 7,000-plus members control more than $400 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include more than 35,000 global executives in more than 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia-Pacific, Middle East, India and Africa. The council's strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), Mobile Relationship Marketing (MRM) Strategies Forum, LoyaltyLeaders.org, CMOCIOAlign.org, Marketing Supply Chain Institute, Customer Experience Board, Digital Marketing Performance Institute, GeoBranding Center and the Brand Inspiration Center. More information on the CMO Council is available at www.cmocouncil.org.
As a market leader in enterprise application software, SAP (NYSE: SAP) helps companies of all sizes and industries run better. From back office to boardroom, warehouse to storefront, and desktop to mobile device, SAP empowers people and organizations to work together more efficiently and use business insights more effectively to stay ahead of the competition. SAP's applications and services enable more than 251,000 customers to operate profitably, adapt continuously and grow sustainably. For more information, visit www.sap.com.
In the midst of the widespread popularity and adoption of cloud computing, it seems like everything is being offered “as a Service” these days: Infrastructure? Check. Platform? You bet. Software? Absolutely. Toaster? It’s only a matter of time. With service providers positioning vastly differing offerings under a generic “cloud” umbrella, it’s all too easy to get confused about what’s actually being offered. In his session at 16th Cloud Expo, Kevin Hazard, Director of Digital Content for SoftL...
Jun. 30, 2015 05:00 PM EDT Reads: 2,078
Agile, which started in the development organization, has gradually expanded into other areas downstream - namely IT and Operations. Teams – then teams of teams – have streamlined processes, improved feedback loops and driven a much faster pace into IT departments which have had profound effects on the entire organization. In his session at DevOps Summit, Anders Wallgren, Chief Technology Officer of Electric Cloud, will discuss how DevOps and Continuous Delivery have emerged to help connect dev...
Jun. 30, 2015 04:39 PM EDT Reads: 545
Today air travel is a minefield of delays, hassles and customer disappointment. Airlines struggle to revitalize the experience. GE and M2Mi will demonstrate practical examples of how IoT solutions are helping airlines bring back personalization, reduce trip time and improve reliability. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Dr. Sarah Cooper, M2Mi’s VP Business Development and Engineering, will explore the IoT cloud-based platform technologies drivi...
Jun. 30, 2015 04:21 PM EDT Reads: 578
Containers are changing the security landscape for software development and deployment. As with any security solutions, security approaches that work for developers, operations personnel and security professionals is a requirement. In his session at DevOps Summit, Kevin Gilpin, CTO and Co-Founder of Conjur, will discuss various security considerations for container-based infrastructure and related DevOps workflows.
Jun. 30, 2015 03:59 PM EDT Reads: 529
It is one thing to build single industrial IoT applications, but what will it take to build the Smart Cities and truly society-changing applications of the future? The technology won’t be the problem, it will be the number of parties that need to work together and be aligned in their motivation to succeed. In his session at @ThingsExpo, Jason Mondanaro, Director, Product Management at Metanga, discussed how you can plan to cooperate, partner, and form lasting all-star teams to change the world...
Jun. 30, 2015 02:15 PM EDT Reads: 2,147
Overgrown applications have given way to modular applications, driven by the need to break larger problems into smaller problems. Similarly large monolithic development processes have been forced to be broken into smaller agile development cycles. Looking at trends in software development, microservices architectures meet the same demands. Additional benefits of microservices architectures are compartmentalization and a limited impact of service failure versus a complete software malfunction. ...
Jun. 30, 2015 01:56 PM EDT Reads: 658
Internet of Things is moving from being a hype to a reality. Experts estimate that internet connected cars will grow to 152 million, while over 100 million internet connected wireless light bulbs and lamps will be operational by 2020. These and many other intriguing statistics highlight the importance of Internet powered devices and how market penetration is going to multiply many times over in the next few years.
Jun. 30, 2015 01:45 PM EDT Reads: 1,992
Internet of Things (IoT) will be a hybrid ecosystem of diverse devices and sensors collaborating with operational and enterprise systems to create the next big application. In their session at @ThingsExpo, Bramh Gupta, founder and CEO of robomq.io, and Fred Yatzeck, principal architect leading product development at robomq.io, discussed how choosing the right middleware and integration strategy from the get-go will enable IoT solution developers to adapt and grow with the industry, while at th...
Jun. 30, 2015 01:45 PM EDT Reads: 1,859
Containers have changed the mind of IT in DevOps. They enable developers to work with dev, test, stage and production environments identically. Containers provide the right abstraction for microservices and many cloud platforms have integrated them into deployment pipelines. DevOps and Containers together help companies to achieve their business goals faster and more effectively. In his session at DevOps Summit, Ruslan Synytsky, CEO and Co-founder of Jelastic, reviewed the current landscape of...
Jun. 30, 2015 01:30 PM EDT Reads: 2,106
Malicious agents are moving faster than the speed of business. Even more worrisome, most companies are relying on legacy approaches to security that are no longer capable of meeting current threats. In the modern cloud, threat diversity is rapidly expanding, necessitating more sophisticated security protocols than those used in the past or in desktop environments. Yet companies are falling for cloud security myths that were truths at one time but have evolved out of existence.
Jun. 30, 2015 01:15 PM EDT Reads: 2,048
The cloud has transformed how we think about software quality. Instead of preventing failures, we must focus on automatic recovery from failure. In other words, resilience trumps traditional quality measures. Continuous delivery models further squeeze traditional notions of quality. Remember the venerable project management Iron Triangle? Among time, scope, and cost, you can only fix two or quality will suffer. Only in today's DevOps world, continuous testing, integration, and deployment upend...
Jun. 30, 2015 12:30 PM EDT Reads: 1,843
The time is ripe for high speed resilient software defined storage solutions with unlimited scalability. ISS has been working with the leading open source projects and developed a commercial high performance solution that is able to grow forever without performance limitations. In his session at Cloud Expo, Alex Gorbachev, President of Intelligent Systems Services Inc., shared foundation principles of Ceph architecture, as well as the design to deliver this storage to traditional SAN storage co...
Jun. 30, 2015 10:30 AM EDT Reads: 1,888
To many people, IoT is a buzzword whose value is not understood. Many people think IoT is all about wearables and home automation. In his session at @ThingsExpo, Mike Kavis, Vice President & Principal Cloud Architect at Cloud Technology Partners, discussed some incredible game-changing use cases and how they are transforming industries like agriculture, manufacturing, health care, and smart cities. He will discuss cool technologies like smart dust, robotics, smart labels, and much more. Prepare...
Jun. 30, 2015 10:20 AM EDT Reads: 549
"We provide a web application framework for building really sophisticated web applications that run on a browser without any installation need so we get used for biotech, defense, and banking applications," noted Charles Kendrick, CTO and Chief Architect at Isomorphic Software, in this SYS-CON.tv interview at @DevOpsSummit (http://DevOpsSummit.SYS-CON.com), held June 9-11, 2015, at the Javits Center in New York
Jun. 30, 2015 10:15 AM EDT Reads: 843
The Internet of Things is not only adding billions of sensors and billions of terabytes to the Internet. It is also forcing a fundamental change in the way we envision Information Technology. For the first time, more data is being created by devices at the edge of the Internet rather than from centralized systems. What does this mean for today's IT professional? In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists addressed this very serious issue of pro...
Jun. 30, 2015 09:45 AM EDT Reads: 894