New CX Maturity Scale finds companies using service and supports best practices drive dramatically better success and agility in the midst of the COVID-19 pandemic
BENGALURU: Zendesk, Inc. (NYSE: ZEN) today released new research in partnership with Enterprise Strategy Group (ESG) that shows how companies in the Asia Pacific (APAC) investing in customer experience (CX) are reaping the benefits. The study found a clear link between organizations with more mature customer experience capabilities, and improved business success in areas such as market share increased customer spend, and pivoting processes over the last six months. Organizations in India stood out against their APAC counterparts across multiple fronts, reporting the most bullish business trends. Two-thirds (67%) grew their market share in the last 6 months alone despite the turbulent period, and 35% reported a significant increase in customer spending during the same period.
The new report, CX Champions: How CX Leaders who raise their game are driving business success, surveyed more than 1,000 CX managers and leaders globally – of which 250 were from Australia (N=64), India (N=69), Japan (N=57), and Singapore (N=60) – to better understand their investments in CX. From the research, ESG developed a CX Maturity Scale that segments organizations into three tiers of customer service maturity, based on seven key characteristics that cover how organizations use their support teams, technology, and data to drive better performance. The three maturity categories are Starters, which exhibit zero to three of the seven characteristics; Risers, which have four to five of the characteristics; and Champions, which have at least six of the characteristics in place.
Key findings from the report show that companies in APAC that invest in CX yield significant benefits, including:
“The pandemic has been a catalyst for organizations to transform in order to sustain and grow their business. Our new research with ESG confirms the clear link between a focus on customer experience and business success. In fact, the business impact of investing in CX is even more pronounced in APAC than in any other region,” said Wendy Johnstone, Chief Operating Officer, APAC, Zendesk. “The accelerated shift to digital means customer expectations have never been higher, and the pressure is on for organizations to respond. The new reality is that delivering exceptional customer experience has become a business imperative for any organization looking to future-proof their operations.”
Adam DeMattia, Director of Custom Research at ESG, said, “Our research identified a clear connection between CX excellence and business growth. Companies that are at the Champion stage of the scale not only see better outcomes in traditional service metrics, such as resolution time and CSAT, but they’re also experiencing positive business outcomes in customer spend, retention, and board-level support of CX as a business priority.”
Less than a quarter of companies in APAC are at the top of their game – but Indian companies lead the pack
The research found that companies in APAC were at varying stages of CX maturity. While most organizations are identified as Starters (48%) or Risers (30%), with significant room for improvement in their customer experience, 22% of businesses in APAC identified as Champions, offering shorter response times, positive customer experiences, and greater agility to respond to customers’ needs.
Among APAC countries represented in the research, Indian organizations lead in maturity with 43% of respondents’ organizations being categorized as Champions (relative to 25% of those in Australia, 13% in Singapore, and 0% in Japan).
“The Indian government has made great strides in driving digitization across the country, which has spurred digital transformation across industries and among consumers. As organizations in India continue to navigate the far-reaching impacts of the pandemic, it is encouraging to see them recognize customer experience as a key strategic growth driver. Our research with ESG confirms the proven potential that CX investments have in reaping significant benefit to business growth, and we hope these insights offer businesses in the early stages of CX maturity more clarity in their path to success,” said KT Prasad, MD and RVP Sales, India & SAARC at Zendesk.
Taking a closer look at Indian organisations, the report also found that:
Performing under pressure (and in a pandemic)
Reflecting on the first half of 2020, when companies globally had to rapidly transition to remote working, Champions were able to easily pivot to enable customer service and support agents to work from home. In fact, Champions in APAC were 14 times more successful than Starters at pivoting to remote work. Over half (56%) of Champions reported the shift to remote working as smooth, while over half of Starters (52%) say the transition could have been better or has been tough.
“Our results show that CX Champions were not only better positioned to manage the transition to remote work, but they also continued to drive positive customer experiences throughout the pandemic. Champions are four times more likely than Starters to report exceeding customer satisfaction (CSAT) targets,” added Johnstone. “While the future remains uncertain and unpredictable, it’s clear what organizations need to do to stay ahead – increase their ability to be more agile, invest in CX, and always be ready for constant change.”
To prepare for the future and adapt to unforeseeable economic and societal disruptions, CX teams in APAC are putting the processes in place now and those leading the pack are feeling significantly more prepared for ‘what’s next’. Champions are 17.5 times more likely than Starters to be very confident in their organization’s ability to handle future disruptions.
Five lessons from Customer Champions
For businesses aspiring to move to the next stage of the CX Maturity Scale, the research calls out five trends that are consistent among Champions:
“As we see the trend that Champions are taking the steps to invest more in their tools, team, and processes for CX success, Starters not only have the challenge of catching up to their competition in customer service but also ensuring the gap doesn’t widen,” added DeMattia. “To make these gains, it will be critical for leaders at lagging organizations to make the most of their budgets by learning from their more mature peers and investing in the areas that can drive the greatest impact on their CX maturity.”
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