Page 23 - index
P. 23
RESEARCH, ANALYSIS & TRENDS
Thailand and China are the most demanding markets in a full understanding of their consumption history with
the region, with almost half of the respondents (48%) the brand.
demanding a reply to their queries within an hour and
they usually don’t accept mistakes from brands twice “Accounting for half of the world’s total 3.6 billion Inter-
(56%). net users, APAC is fast becoming the center of digital
innovation for the world. APAC is also the fastest grow-
“When someone contacts a brand, it is not uncommon ing region, accounting for 70% of total growth in global
to receive an automated reply, indicating that a custom- internet users in 2016. This rapid growth of the internet,
er service staff will get in touch within a working day. mobile phones and other digital technologies has creat-
However, findings from our recent survey highlight that ed opportunities and challenges for millions of consum-
this is not enough as 1 in 2 APAC consumers are ex- ers and brands in the region. Brands which are unable
pecting a response within 3 hours. With rising customer to adapt their businesses ability to meet the needs of
expectations, due to digitization, the pressure is on for today’s dynamic consumers are in danger of quickly
marketers to keep up with tech-savvy, always-on con- becoming irrelevant. Beyond simply capturing customer
sumers—or risk getting trampled by the competition”, data, the ability to analyze, contextualize and more im-
Nicholas Kontopoulos, Global Vice President of Fast portantly, act on insights gathered in real-time, are key
Growth Markets Marketing at SAP Hybris explains. “Our to truly impress savvy consumers today “, SAP Hybris
survey also found that the majority of respondents Global Vice President of Fast Growth Markets Market-
(61%) in the region indicated high volume and irrele- ing, concluded.
vance of marketing content as the biggest annoyances.
In addition to speed and timeliness, relevance and per- More than 7,000 consumers across APAC were sur-
sonalization of content served to consumers have also veyed to uncover consumer preferences when engag-
become key measures of success for brands attempting ing with brands, including what makes or breaks a cus-
to connect with customers”, he added. tomer experience and the continued use of a
brand. Well, in times where all our activity can be
Receiving surprises from brands counts for 58% as a tracked, analyzed, used and stored by providers and
personalized customer experience, followed closely by governments, it won’t be easy to draw the line between
value-added services such as free workshops and prod- personalization, surveillance and people’s rights and
uct trials - at least in Singapore, China and Japan, Cus- finding a perfect solution will still keep us on our toes
tomers in Australia, India, Thailand and Korea, however, for quite some time. ◊
value personalized responses to their queries based on By MediaBUZZ
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
Thailand and China are the most demanding markets in a full understanding of their consumption history with
the region, with almost half of the respondents (48%) the brand.
demanding a reply to their queries within an hour and
they usually don’t accept mistakes from brands twice “Accounting for half of the world’s total 3.6 billion Inter-
(56%). net users, APAC is fast becoming the center of digital
innovation for the world. APAC is also the fastest grow-
“When someone contacts a brand, it is not uncommon ing region, accounting for 70% of total growth in global
to receive an automated reply, indicating that a custom- internet users in 2016. This rapid growth of the internet,
er service staff will get in touch within a working day. mobile phones and other digital technologies has creat-
However, findings from our recent survey highlight that ed opportunities and challenges for millions of consum-
this is not enough as 1 in 2 APAC consumers are ex- ers and brands in the region. Brands which are unable
pecting a response within 3 hours. With rising customer to adapt their businesses ability to meet the needs of
expectations, due to digitization, the pressure is on for today’s dynamic consumers are in danger of quickly
marketers to keep up with tech-savvy, always-on con- becoming irrelevant. Beyond simply capturing customer
sumers—or risk getting trampled by the competition”, data, the ability to analyze, contextualize and more im-
Nicholas Kontopoulos, Global Vice President of Fast portantly, act on insights gathered in real-time, are key
Growth Markets Marketing at SAP Hybris explains. “Our to truly impress savvy consumers today “, SAP Hybris
survey also found that the majority of respondents Global Vice President of Fast Growth Markets Market-
(61%) in the region indicated high volume and irrele- ing, concluded.
vance of marketing content as the biggest annoyances.
In addition to speed and timeliness, relevance and per- More than 7,000 consumers across APAC were sur-
sonalization of content served to consumers have also veyed to uncover consumer preferences when engag-
become key measures of success for brands attempting ing with brands, including what makes or breaks a cus-
to connect with customers”, he added. tomer experience and the continued use of a
brand. Well, in times where all our activity can be
Receiving surprises from brands counts for 58% as a tracked, analyzed, used and stored by providers and
personalized customer experience, followed closely by governments, it won’t be easy to draw the line between
value-added services such as free workshops and prod- personalization, surveillance and people’s rights and
uct trials - at least in Singapore, China and Japan, Cus- finding a perfect solution will still keep us on our toes
tomers in Australia, India, Thailand and Korea, however, for quite some time. ◊
value personalized responses to their queries based on By MediaBUZZ
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
