IT Brief Australia logo
Technology news for Australia's largest enterprises
Story image

APAC businesses lead the world in customer experience investment

By Ryan Morris-Reade
Thu 24 Feb 2022

In response to a pandemic-induced surge in new digital consumers and online behaviours, Asia Pacific businesses are set to outstrip other global regions in customer experience investment in 2022, according to Adobe's latest report.

However, Adobes 2022 Digital Trends: APAC in Focus report found that APAC businesses recognise that critical skills and capability gaps may hold them back as they seek to maximise this world-leading commitment to serving digital-first consumers.

"The digital rewiring of consumer mindsets in Asia Pacific has been of high benefit to those businesses who have embraced an agile digital mindset, purposeful collaboration and sped up their time-to-value ratio," says Adobe Asia Pacific & Japan, vice president, Digital Experience Marketing, Duncan Egan.

"Companies that overcame organisational and technology silos to work cross-functionally were able to drive meaningful customer experiences that are personalised, real-time, relevant and connected across all channels."

Gaining visibility of new digital and mobile-first consumers

The report found that 77% of APAC businesses experienced a surge in new customers through digital channels over the past 18 months, and 76% saw new customer journeys. Although only 25% of companies believe they have significant insight into this new wave of digital-first customers.

Contributing to these new online behaviours is the 130 million new APAC mobile subscribers that became first-time internet users in 2021. These new mobile-first users in emerging APAC economies are leapfrogging consumers in more mature digital markets, rapidly adopting advanced digital behaviours such as mobile payment usage.

Adobe says in a bid to meet new customer expectations, the majority of APAC businesses are stepping up investment in customer experience management (59%), edging ahead of North America (57%) and Europe (53%). Most APAC businesses also expect to accelerate investment in customer data technology (60%).

"Understanding and serving a new breed of online consumers, many with mobile-first preferences, has become the new competitive battleground for APAC businesses," says Adobe Asia Pacific and Japan, chief technology advisor, Scott Rigby.

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

Building capability by overcoming legacy constraints

APAC's pursuit of global leadership in digital customer experience and ensuring a return on elevated investment relies on the skills and agility to deliver. Yet the report shows that, on average, APAC businesses lag their global counterparts in these crucial operational capabilities.

According to the report, 83% of APAC businesses leaders are worried that their organisation doesn't have the necessary skills they need, compared to 79% in Europe and 73% in North America. In addition, digital skills rank as the joint top barrier to digital experience delivery and poor integration between tech systems.

Now that remote and flexible working is commonplace, Forrester outlines that only 40% of business leaders intend to make remote work permanent, compared to 70% globally. Similarly, the Adobe report shows that only 1 in 4 leaders expect hybrid work to remain elevated, while just 19% plan to hire remote workers at levels higher than before the pandemic. Adobe says with a global constraint on the availability of digital talent, not embracing remote working will further constrict supply and delay businesses' digital transformation goals.

While 92% of APAC leaders agree that their ability to be agile will decide their success as a marketing organisation, just 25% of practitioners rate their organisation's agility in responding to opportunities and disruptions as positive (8 or more out of 10).

"Given that 83% of APAC organisations expect the rate of technological and social change to continue at the same or higher levels, developing the skills, agility and innovation required to keep pace should remain a top strategic priority," says Rigby. 

Some key data points for Australia and New Zealand:

  • 81% of ANZ brands expect the pace of change to persist (vs 84% rest of APAC).
  • 77% of ANZ saw new and changing journeys vs 70%.
  • 87% of ANZ customers said their CX either lagged customer expectations or kept pace (34%/53%) vs 13% that thought they were ahead.
  • We finally see maturity in ANZ customers, with their top marketing goals for 2022 being customer retention 52%, vs acquisition at 47%.
  • 77% of ANZ execs are concerned their employees don't have the right skills to deliver effective digital experiences.
  • Poor integration between tech systems is holding marketing/CX back, with 48% of ANZ businesses saying this is a priority, followed closely by workflow issues at 40%.
  • Adding to this, the simplification and standardisation of the tech stack (33%) is a focus.
  • ANZ is leapfrogging the rest of APAC in its appetite to use cloud-based tech for CX & data management (56% vs 37% in Asia).
     
Related stories
Top stories
Story image
Tech job moves
Tech job moves - Adatree, Brother, Databricks, Nutanix & Rubrik
We round up all job appointments from May 20-26, 2022, in one place to keep you updated with the latest from across the tech industries.
Story image
Customer experience
The importance of service level management to customer experience
Staffing shortages have impacted site reliability engineers in particular since they are under extreme pressure to ensure that digital assets perform at optimum levels 24/7.
Story image
DevOps
Deloitte expands cloud observability practice with Dynatrace
Deloitte is expanding its cloud observability practice, including DevOps principles, AI/ML, cloud complexity management and software engineering.
Story image
Contact Centre
Leveraging technology in contact centres to reduce attrition rates
Many organisations worldwide have accelerated DX to better respond to changing market drivers and business environments after the disruption of the pandemic.
Story image
Kubernetes
Sysdig unveils new Kubernetes troubleshooting and cloud innovations
Sysdig has introduced two new innovations that look to help bolster cloud services and simplify Kubernetes troubleshooting.
Story image
BYOD / Bring Your Own Device
How zero trust can lead the battle against ransomware
SecOps teams champion a zero trust strategy to support the fight against the escalating risk of cybercrime and help monitor threat actors across a network.
Story image
Hybrid Cloud
Barracuda expands cloud-native SASE platform
"The expansion of Barracuda's cloud-native SASE platform for hybrid deployment models and IIoT environments solves a number of challenges."
Story image
APAC
Top data and tech challenges for APAC banks - report
InterSystems’ new report finds that 87% of A/NZ banks experience frustrations and concerns in using their data to drive decision-making.
Story image
Informatica
Informatica, Oracle enter strategic global cloud partnership
Oracle named Informatica as a preferred partner for enterprise cloud data integration and data governance for data warehouse and lakehouse solutions on OCI. 
Story image
Rackspace
Skills shortages hold orgs back from capitalising on cloud 2.0
Organisations are becoming more comfortable with sophisticated 'cloud 2.0' technologies, even as they confront difficulties in hiring and retaining IT talent.
Story image
Customer experience
Phone, internet complaints increase for first time in five quarters
Phone and internet complaints have increased for the first time in five quarters, according to a new telco report from the Ombudsman.
Story image
DaaS
NetApp launches Spot PC, a new Desktop-as-a-Service solution
This is a new managed cloud DaaS solution with security, automation, observability and optimisation capabilities, designed for the needs of today.
Story image
Boost Mobile
Boost Mobile now makes up over 7% of Aussie prepaid market
Boost Mobile has doubled its market share over the past four years and now has more than 7% of Australia's prepaid market, equivalent to over 700,000 people.
Story image
Surveillance
i-PRO releases smallest AI-based surveillance camera on the market
The new i-PRO mini network camera is now available, with a pocket-sized form factor and full AI analytics functionality.
Story image
Digital Transformation
Harnessing digital innovations to maximise loyalty programmes and improve CX
When it comes to the retail sector, merchants have never had access to so many different client touchpoints and data to understand their customers better.
Story image
Malware
Fortinet introduces self-learning AI in latest offering
Fortinet is introducing self-learning AI capabilities in its new network detection and response offering, FortiNDR.
Story image
Cybersecurity
4/10 Australian SMEs fallen victim to cyber-attacks since pandemic
Almost four out of teb SMEs in Australia have fallen victim to cyber-attacks since the pandemic began, according to a new study.
Story image
GapMaps
GapMaps Live to improve brand decisions on physical locations
GapMaps has released its latest service GapMaps Live, giving more insights and features to help brands make better decisions about physical locations.
Story image
Microsoft
Elevation of Privilege the top 2021 Microsoft vulnerability
BeyondTrust has released its 2022 Microsoft Vulnerabilities Report, finding that Elevation of Privilege is the top vulnerability category for the second consecutive year.
Story image
Cyber attacks
Devastating cyber attacks expected to hit energy sector
Energy executives anticipate life, property, and environment-compromising cyber attacks on the sector within the next two years.
Story image
Silver Peak
The path to an adaptive, modern network
Managing and securing the network looks different than it did just two years ago—especially given that most of these networks are made up of multi-generations of infrastructure stitched together over time.
Story image
Microsoft
Microsoft previews Power Platform website design offering
Microsoft has announced the preview of Power Pages, the fifth product in its Power Platform family, designed for low-code makers and professional developers.
Story image
Digital Transformation
Digital transformation increasing business complexities
A new survey suggests businesses must re-examine their digital transformation approach to better help employees adapt to change.
Story image
Infosys
Consumer relationships with digital services continues to change
Two years of pandemic-induced reliance on technology for work has altered our relationship with digital apps and services, new research has found.
Story image
Phishing
MailGuard warns of new scam targeting Telstra customers
Telstra customers in Australia are being warned of a new scam involving "Unsuccessful Payment" messages.
Story image
MEC
MEC spending for private cellular networks to reach $5.8b
A new ABI Research report finds the revenue for Multi Access Edge Compute (MEC) deployments for private cellular networks will reach USD$5.8 billion by 2030.
Exabeam
Find out how a behavioural analytics-driven approach can transform security operations with the new Exabeam commissioned Forrester study.
Link image
Story image
Data Center
Preventing downtime costs and damage with Distributed Infrastructure Management
Distributed Infrastructure Management (DIM) can often be a lifeline for many enterprises that work with highly critical ICT infrastructure and power sources.
Story image
SpaceX
Australian space tech startup secures SpaceX support
Space Machines Company has secured the support of SpaceX as a launch partner in carrying SMC's Optimus Orbital Transfer Vehicle to space next year.
Story image
VPN
The most common online scams in Australia
No one is safe from online scammers, and many of these scammers have capitalised on the pandemic, using this confusing time to attack more people than ever.
Story image
Sustainability
SoftIron named global leader for efficient DC infrastructure solutions
SoftIron has been named a global leader for supplying energy-efficient data infrastructure solutions for core-to-edge data centers after an assessment by Earth Capital Ltd.
Story image
Identity and Access Management
The post-pandemic workforce requires secure IAM capabilities
HID Global discusses what identity and access management means for organisations in today's convoluted digital world.
Story image
Training
Infosec unveils role-guided cybersecurity training roadmaps
Infosec Skills Roles maps hands-on training and certifications to the 12 most in-demand cybersecurity roles to maximise training efficiency.
Story image
Symbio
Symbio consolidates TNZI business to support APAC expansion
Symbio has recently announced the consolidation of its international business (TNZI) under the Symbio brand to support its Asia Pacific expansion strategy.
Story image
Transport
Third-party automotive apps bear significant privacy risks
Mobile applications for connected cars provide various features to make life easier for motorists, but they can also be a source of risk.
Story image
Red Sift
Entrust expands strategic partnership with Red Sift
Entrust has expanded its strategic partnership with Red Sift to make it easier for businesses to adopt Brand Indicators for Message Identification (BIMI) standards for email identification and security.
Story image
Cybersecurity
Accenture - a collective security approach a driving factor for cyber resilience
With the approaching Davos World Economic Forum upon us, it is even more imperative to discuss the impact of cybersecurity on business operations leading into the future.
Story image
Digital Signage
MAXHUB's Digital Signage range to bolster boardroom productivity
The new MAXHUB Digital Signage technology is purpose-built to make every kind of team meeting more effective.
Story image
Sustainability
Aligned Data Centers increases sustainability-linked loan
Aligned Data Centers has increased its sustainability-linked loan from $375 million to $1.75 billion to speed up the next phase of its strategic growth.
Story image
Artificial Intelligence
Gartner reveals top three tech trends for banks this year
Gartner says generative artificial intelligence, autonomic systems and privacy-enhancing computation are gaining traction in banking and investment services.
Story image
Digital wallets
Australians lead the way in digital payment use - report
Australian consumers are at the forefront of mobile wallet use and adoption of digital banking tools, abandoning cash and physical payment experiences.
Story image
Ponemon Institute
Email revealed to be riskiest channel for data loss
More than half (60%) of organisations experienced data loss or exfiltration caused by an employee mistake on email in the last 12 months.
Story image
Data Protection
Information management capabilities to meet privacy requirements
Organisations with customers or operations across more than one country face a spate of new and proposed privacy and data protection laws.
Story image
NVIDIA
NVIDIA announces a spate of new innovations at Computex 2022
NVIDIA has announced its latest innovations in data center, robotics, content creation, and gaming in a virtual keynote address on the opening day of Computex 2022 in Taipei.