Businesses in India are now making CX a priority in their digital transformation journey
In India, the digital transformation journey has been accelerated by the COVID-19 pandemic, as per a new study by a Customer service software firm Zendesk. The digital transformation journey had been fast-tracked by one to three years, said more than half the companies who got surveyed, while 72 per cent said customer experience (CX) had become more important to them now than a year ago.
“CX isn’t just a side-line part in a company’s digital transformation; it is the driving force behind it. The past year has shown us that the most successful companies are infusing great customer experiences in everything they do, and this will remain true in 2021 and beyond”, said KT Prasad, managing director of Zendesk.
41 per cent of tech decision makers in APAC saw increased investment in CX in 2020, with 53 per cent seeing continued increase in 2021, said Prasad. “We believe there will be a continued focus on customer centricity and on-going digital transformation as we adapt to our next normal”, he said.
Across APAC, two in five customers use multiple channels for the same issue, which means support teams need to be prepared to serve customers across multiple channels, the survey revealed. Not only that customer increasingly expects personalisation from brands throughout their CX journey but 89 per cent of customers surveyed in India agreed with this.
With 90 per cent of the Indian companies surveyed saying CX was now a priority in their digital transformation journey, businesses in India are now making CX a priority in their digital transformation journey.
In APAC, 55 per cent of tech decision makers said their budgets for tech purchases will increase in 2021, helping them to better manage more distributed workforces, adapt to the next normal and add new ways to offer support.