Customer experience is expected to become the top priority for organizations in Asia Pacific excluding Japan (APEJ) this year, according to IDC.
The IDC Asia Pacific CMO Barometer shows that the top three key performance indicators (KPIs) for marketing departments in 2015 are increasing market share (66%), improving marketing processes — particularly measuring effectiveness (60%), and increasing customer satisfaction ratings/net promoter score (55%).
To achieve these, CMOs have identified 3 key IT requirements for the year — investing in disruptive technologies that can help gain competitive edge (25%), enabling a multi-channel environment (16%), and driving improved marketing automation and productivity (13%).
Also, IDC Asia Pacific listed the following top 10 APEJ social and marketing predictions for 2015.
First, data-driven approaches will dictate CMOs’ investments as marketing becomes measured by customer outcomes.
Second, business-to-business buyers will increasingly leverage social networks for buying support.
Third, customer experience programs will drive investments in people, processes, and technology.
Fourth, customer experience will drive increased collaboration across enterprise functions and the organizations’ ecosystem. Investments in online communities will gain momentum.
Fifth, messaging apps will play a key role in the marketing mix as these continue to add business-to-consumer capabilities.
Sixth, the focus on customer experience as the leading driver for digital transformation will drive increased CMO investments in CRM and analytics.
Seventh, e-commerce will generate over $3 trillion.
Eighth, growing data silos and the lack of a well-defined strategy and metrics will be the top challenges impacting organizations’ customer experience project success.
Ninth, mobile advertising market will hit about 20% of internet advertising.
Tenth, non-near field communications (NFC)-based mobile wallets will thrive, but NFC-based wallets such as ApplePay will remain niche.