APAC businesses lead investments in digital CX

Asia-Pacific businesses are leading the world in terms of investment in improving digital customer experiences, and Australian and New Zealand businesses are comparably more advanced than their peers in the region, new research suggests.

Adobe’s latest Digital Trends Report found that 77% of APAC businesses experienced a surge in new customers through digital channels over the past 18 months, in a statistic the company said reflects businesses in the region’s world-leading commitment to serving digital-first customers.

APAC businesses are also leading in terms of their investment in customer experience management, with 59% of respondents stepping up their investment, compared to 57% in North America and 53% in Europe.

But at the same time, only 25% of businesses currently believe they have significant insight into this new wave of digital-first customers, the report found.

The Australian and New Zealand markets are comparably more digitally advanced, with around a third of respondents saying simplifying their technology stack is a priority, compared to 13% for Asia.

“Understanding and serving a new breed of online consumers, many with mobile-first preferences, has become the new competitive battleground for APAC businesses,” Adobe Asia-Pacific and Japan Chief Technology Advisor Scott Rigby said.

“While many organisations are responding decisively by fast-tracking investment in improving the digital experience, spend alone is unlikely to set the leaders apart.”

Image credit: ©stock.adobe.com/au/Alexey Novikov