Singapore – As businesses adopt the ongoing transition to AI, Zendesk’s latest report on customer experience trends revealed that the majority of CX leaders in Asia-Pacific have already transformed their customer journey, channelling efforts into developing a significantly more intelligent CX strategy.
In this report, findings showed that Singaporean CX leaders are taking a proactive approach towards generative AI adoption, with 78% currently experimenting with and incorporating it into their customer journey.
Following its adoption, tangible advantages were also noted, indicating 84% of Singaporean CX leaders utilised this technology report and experienced a positive return on investment. This implied a transformative impact on establishing a new benchmark for successful CX.
The report also underscores the key aspects of intelligent CX, with a notable focus on the evolution of chatbots into advanced digital agents.
In particular, 70% of APAC CX leaders recognise the potential of chatbots to foster a deeper emotional connection with customers. Said attribute stems from the increasing proficiency of AI chatbots in customer service and the overall experience.
Another observed aspect involves the demand for more engaging and interactive experiences. 66% of CX leaders in APAC and a notable 77% in Singapore express the belief that neglecting tools like live streaming, which offers real-time support, will result in missed opportunities.
This prompted CX leaders to adopt tools such as conversational commerce, live streaming, and voice interactions. Given that brands are increasingly relying on social media and in-store influencers for sales, they are also appealing to both new consumers and those who prefer the convenience of shopping from home.
Lastly, data privacy is emerging as a core responsibility for CX leaders. Specifically, 80% of APAC CX leaders consider themselves accountable for ensuring the safety of their customers’ data. Around 82%, on the other hand, highlight data protection and cybersecurity as top priorities in their customer service strategy.
Adrian McDermott, chief technology officer at Zendesk, shared his insights about the report, stating, “We’re on the verge of the most significant inflection point we’ve ever seen in CX with the latest advances in AI. Businesses will need to rethink the structure of everything, from their tech stacks to their teams to how they deliver support.
“Companies that thrive will shift to a much more intelligent CX strategy, using AI to manage volume, lower costs, increase quality, and ultimately improve customer satisfaction,” added Adrian.
Maureen Chong, regional vice president for Asia at Zendesk, also said, “As economic challenges persist across the region, businesses in Asia need to stay ahead of the curve by identifying key areas of investment in their CX and AI strategy to protect their customer base.”
“We already see that consumers in the region are ready for change—71%of them believe that generative AI will completely change the way they interact with a company within the next two years,” he continued.
“Businesses need to go beyond adapting to ongoing consumer needs. They need to embrace transformative technologies like generative AI as a catalyst for a resilient and forward-looking customer experience strategy and make a commitment to ensure its ethical use,” concluded Maureen.
