57% of executives in APAC countries say they have a strategy in place to improve customer experience.
According to the 2022 CX Industry Report, released by UserTesting on 13 April, there exists a strong demand for actionable human insight in the APAC region across every industry and every size organization.
The report by the video-based human insights provider highlighted that more than 57% of APAC respondents noted that CX is a top area of investment for them.
When surveyed about their other top priorities for the year, an overwhelming majority of 71.43% of respondents mentioned that addressing market changes related to the pandemic was crucial for them.
UserTesting’s 2022 CX Industry Report revealed many more trends influencing the future of customer experience and human insight in APAC regions.
Human insight is in high demand
A better understanding of the customer has never been more important. Human insight plays a pivotal role in not only creating better customer experiences but helping organizations develop better products and services. The value of human insight is critical for businesses based in APAC as the research revealed that 52% of respondents believe in having a dedicated team for UX and CX research.
Improving CX maturity hasn’t translated into execution yet
Although meeting the demand for human insight has been challenging, many organizations reported that they have been improving their CX maturity. Yet, 36% of APAC respondents reported that they strongly agree that their overall customer experience still needs improvement. However, these improvements don’t necessarily lead to fully executed CX strategies. It was found that 43% of respondents feel that the teams responsible for gathering feedback usually face a time crunch.
CX is both a solution and a challenge for many executives
Although, more than 57% of APAC respondents noted that CX is a top area of investment for them. However, expectations and reality are not yet aligned. 60% of the APAC respondents say they have a strategy in place to improve customer experience, yet only 33% would describe their organization as ‘visionary’ when it comes to CX maturity.
In their ninth annual Customer Experience Industry Survey, they asked over 5,100 professionals from around the world including APAC countries like Singapore, Australia & India, across a wide variety of industries how their organizations were approaching customer experience and conducting CX research.