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Almost 50% of APAC brands do not have a central data storage for CX delivery: report

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Brandon Yulolo

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6 months ago

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Singapore – In the realm of customer experience (CX), customer data plays a crucial role as a substantial reservoir of insights. It can be leveraged to anticipate behaviours and needs, offering valuable information to organisations about how they connect with their customers.

However, brands operating in the Asia-Pacific (APAC) region encounter notable hurdles in the collection and analysis of data, as indicated by a report from the unified customer experience management platform Sprinklr and the global customer experience platform CX Network.

In particular, the findings of the report revealed that 46% of APAC brands lack a necessary centralised data storage system for providing a competitive customer experience. To add, only 58% of these brands reported having an annual budget of US$100,000 or less for contact centre solutions.

On the other hand, a majority of APAC brands, amounting to 79%, employ various tools to comprehend customer data, thereby affecting operational efficiency and the overall customer experience. Furthermore, 54% of these brands store their contact centre data in a manner conducive to easy analysis.

Taking these findings into consideration, the report emphasises the necessity for contemporary CX to adopt integrated systems. These systems should facilitate the management of digital communication channels within the contact centre, aiming to provide a comprehensive understanding of customers, their experiences, and the likelihood of their return.

Achieving this capability hinges on factors such as the location of customer data storage, the real-time delivery of data to CX teams, the manner in which it is acted upon, and the tools at their disposal.

Talking about the findings, Melanie Mingas, editor in chief at CX Network, said, “When it comes to advancing the quality of CX and the efficiency of operations, these organisations must take the opportunity to embrace AI-powered tools that support workflows and analyse customer interactions across all channels. This report outlines the benefits of upgrading the tech stack and provides practical advice on how to initiate such a project.”

Meanwhile, Arun Pattabhiraman, chief marketing officer at Sprinklr, said, “The use of multiple disconnected tools for CX management can lead businesses to underutilise their consumer data and miss key business insights. Our latest report spotlights some of the industry-wide gaps in data collection and analysis for the Asia-Pacific region, to encourage a shift to the more optimal approach of unified CX management.”

“Sprinklr’s unprecedented AI-powered CXM platform is a global leader in this space, helping some of the world’s leading businesses extract the maximum value from their data, while improving their overall customer experience,” he added.

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