Customer experience (CX) remains a top C-suite priority, with 96% of organisations in the Asia-Pacific region now having a named C-suite executive responsible for this business area, according to the 2023 Global Customer Experience Report from NTT.
At the same time, employee experience (EX) has risen in importance to become a top-3 priority for CEOs.
This report looks at the importance of CX and EX and how they are being transformed, delivered and managed, based on a global survey spanning nearly 1,400 organizations in 25 countries.
The report found that the majority of CEOs agree that improvements in CX (92%) and EX (91%) will directly affect their net profit.
However, there is room for improvement, as over 80% of organisations agree that CX and EX are currently a weak link for them, leading to a negative impact on their business.
The data reveals that top-performing organisations are almost twice as likely as others to be in an advanced state of digitalization.
Cloud-based technologies and AI, automation and machine learning feature prominently in these top performers’ CX and EX strategies.
Findings also show that 92% of organisations in APAC agree better EX will directly affect their net profit; 96% say the same about CX.
More than half (51%) of CEOs agree strongly that aligning CX and EX strategies maximises their impact on business growth, and 96% of organisations see cloud enablement as vital in enabling EX and CX outcomes.
Almost all (96%) of organisations now having a named C-suite executive responsible for this business area.
Over 75% of organisations agree that CX and EX are currently a weak link for them, and 63% say their CX strategy is fully aligned with their business strategy, and 44% report full alignment for their EX strategy.
Over two-thirds (70%) of CX interactions will still require some form of human support in the near future, reemphasising the importance of EX in enabling employees with the right tools and knowledge no matter where they work.
Further, 96% of organisations agree – 44% strongly – that evolving work and employee engagement models are driving new technology demands.
In Singapore, 98% of organisations agree better EX will directly affect their net profit; 96% say the same about CX.
More than half (52%) of CEOs agree strongly that aligning CX and EX strategies maximises their impact on business growth, and 92% of organisations see cloud enablement as vital in enabling EX and CX outcomes.
All organisations in Singapore now have a named C-suite executive responsible for this business area.
Over 75% of organizations agree that CX and EX are currently a weak link for them, and 53% say their CX strategy is fully aligned with their business strategy, and 27% report full alignment for their EX strategy.
Over two-thirds (70%) of CX interactions will still require some form of human support in the near future, reemphasising the importance of EX in enabling employees with the right tools and knowledge no matter where they work.
All organisations in Singapore agree – 37% strongly – that evolving work and employee engagement models are driving new technology demands.
“Over the last few years, we have witnessed an increasing link between CX and EX, and the need for them to be addressed through technology,” said Amit Dhingra, EVP of managed network and collaboration services at NTT.
“Our data shows that companies that invest in technologies to improve CX and EX are significantly more likely to stay ahead of the curve, not just in financials but also in customer and employee satisfaction,” he said.
