|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.
Keeping pace with advancements in software delivery processes and tooling is taxing even for the most proficient organizations. Point tools, platforms, open source and the increasing adoption of private and public cloud services requires strong engineering rigor – all in the face of developer demands to use the tools of choice. As Agile has settled in as a mainstream practice, now DevOps has emerged as the next wave to improve software delivery speed and output. To make DevOps work, organization...
Jul. 28, 2016 12:15 AM EDT Reads: 2,222
Let’s face it, embracing new storage technologies, capabilities and upgrading to new hardware often adds complexity and increases costs. In his session at 18th Cloud Expo, Seth Oxenhorn, Vice President of Business Development & Alliances at FalconStor, discussed how a truly heterogeneous software-defined storage approach can add value to legacy platforms and heterogeneous environments. The result reduces complexity, significantly lowers cost, and provides IT organizations with improved efficienc...
Jul. 27, 2016 10:30 PM EDT Reads: 2,011
SYS-CON Events announced today that Isomorphic Software will exhibit at DevOps Summit at 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Isomorphic Software provides the SmartClient HTML5/AJAX platform, the most advanced technology for building rich, cutting-edge enterprise web applications for desktop and mobile. SmartClient combines the productivity and performance of traditional desktop software with the simp...
Jul. 27, 2016 10:30 PM EDT Reads: 1,146
"We've discovered that after shows 80% if leads that people get, 80% of the conversations end up on the show floor, meaning people forget about it, people forget who they talk to, people forget that there are actual business opportunities to be had here so we try to help out and keep the conversations going," explained Jeff Mesnik, Founder and President of ContentMX, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Jul. 27, 2016 10:30 PM EDT Reads: 1,404
"When you think about the data center today, there's constant evolution, The evolution of the data center and the needs of the consumer of technology change, and they change constantly," stated Matt Kalmenson, VP of Sales, Service and Cloud Providers at Veeam Software, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Jul. 27, 2016 10:15 PM EDT Reads: 1,403
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 19th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo Silicon Valley Call for Papers is now open.
Jul. 27, 2016 10:00 PM EDT Reads: 2,658
The IoT is changing the way enterprises conduct business. In his session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, discussed how businesses can gain an edge over competitors by empowering consumers to take control through IoT. He cited examples such as a Washington, D.C.-based sports club that leveraged IoT and the cloud to develop a comprehensive booking system. He also highlighted how IoT can revitalize and restore outdated business models, making them profitable ...
Jul. 27, 2016 09:45 PM EDT Reads: 1,997
In his session at @DevOpsSummit at 19th Cloud Expo, Yoseph Reuveni, Director of Software Engineering at Jet.com, will discuss Jet.com's journey into containerizing Microsoft-based technologies like C# and F# into Docker. He will talk about lessons learned and challenges faced, the Mono framework tryout and how they deployed everything into Azure cloud. Yoseph Reuveni is a technology leader with unique experience developing and running high throughput (over 1M tps) distributed systems with extre...
Jul. 27, 2016 09:45 PM EDT Reads: 2,169
To leverage Continuous Delivery, enterprises must consider impacts that span functional silos, as well as applications that touch older, slower moving components. Managing the many dependencies can cause slowdowns. See how to achieve continuous delivery in the enterprise.
Jul. 27, 2016 09:30 PM EDT Reads: 303
"delaPlex is a software development company. We do team-based outsourcing development," explained Mark Rivers, COO and Co-founder of delaPlex Software, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Jul. 27, 2016 08:00 PM EDT Reads: 2,030
We all know the latest numbers: Gartner, Inc. forecasts that 6.4 billion connected things will be in use worldwide in 2016, up 30 percent from last year, and will reach 20.8 billion by 2020. We're rapidly approaching a data production of 40 zettabytes a day – more than we can every physically store, and exabytes and yottabytes are just around the corner. For many that’s a good sign, as data has been proven to equal money – IF it’s ingested, integrated, and analyzed fast enough. Without real-ti...
Jul. 27, 2016 07:30 PM EDT Reads: 1,102
"There's a growing demand from users for things to be faster. When you think about all the transactions or interactions users will have with your product and everything that is between those transactions and interactions - what drives us at Catchpoint Systems is the idea to measure that and to analyze it," explained Leo Vasiliou, Director of Web Performance Engineering at Catchpoint Systems, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York Ci...
Jul. 27, 2016 06:45 PM EDT Reads: 2,064
I wanted to gather all of my Internet of Things (IOT) blogs into a single blog (that I could later use with my University of San Francisco (USF) Big Data “MBA” course). However as I started to pull these blogs together, I realized that my IOT discussion lacked a vision; it lacked an end point towards which an organization could drive their IOT envisioning, proof of value, app dev, data engineering and data science efforts. And I think that the IOT end point is really quite simple…
Jul. 27, 2016 06:45 PM EDT Reads: 1,170
As companies gain momentum, the need to maintain high quality products can outstrip their development team’s bandwidth for QA. Building out a large QA team (whether in-house or outsourced) can slow down development and significantly increases costs. This eBook takes QA profiles from 5 companies who successfully scaled up production without building a large QA team and includes: What to consider when choosing CI/CD tools How culture and communication can make or break implementation
Jul. 27, 2016 06:00 PM EDT Reads: 1,683
Actian Corporation has announced the latest version of the Actian Vector in Hadoop (VectorH) database, generally available at the end of July. VectorH is based on the same query engine that powers Actian Vector, which recently doubled the TPC-H benchmark record for non-clustered systems at the 3000GB scale factor (see tpc.org/3323). The ability to easily ingest information from different data sources and rapidly develop queries to make better business decisions is becoming increasingly importan...
Jul. 27, 2016 05:45 PM EDT Reads: 877