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CMO Council Report: the state of customer experience across
Asia-Pacific and Japan
The CMO Council, in partnership with SAP, gathered insights f rom 245 senior marketers in 16 Asia-Pacif ic
countries through an online audit during the third and f ourth quarters of 2013. Findings f rom the audit show
that only 10% of respondents felt there was strong alignment and synergy among functional heads
when it comes to ensuring a seamless experience across all customer touch points and business
operational areas.
The CMO Council notes that just 23% of marketers surveyed in APJ have calculated how customer
experience has directly impacted business performance through lost or gained revenue, retention,
def ection, detraction or advocacy.
From a benchmarking standpoint, the CMO Council study, entitled “Maximise How You Individualise,” reveals
that the customer experience lacks measurement, accountability and dedicated resources
throughout APJ based companies and multi-nationals operating in the region. This is surprising
considering that 45% of survey respondents represented companies with $1 billion or more in revenue, and
30% held positions at companies with annual sales between $100 million and $1 billion.
The Latest Customer Experience Data & Research
Apple, HP deliver best customer experiences f rom PC makers: research
CMO Council Report: the state of customer experience across Asia-Pacif ic and Japan
IBM Report Conf irms: Customer Experience is #1
How to Create Exceptional Customer Experience
Customer Service at Every Stage of Growth: How Zappos Delivers Exceptional Customer Experience
5 Truths about Customer Experience
Apple, HP deliver best customer experiences f rom PC makers: research
16 Customer-Centric Tech Companies and how they do it (Presentation)
3 Global Airline Alliances: Which wins on Customer Experience?
Premium CX Research
How to create an amazing experience that drives sales and word of mouth
The Apple Customer Experience: how can brands replicate it?
Youth Buyology: why youth buy

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(GrahamDBrown) CMO Council Report: the state of customer experience across Asia-Pacific and Japan

  • 1. grahamdbrown.com http://www.grahamdbrown.com/cmo-council-report-the-state-of-customer-experience-across-asia-pacific-and-japan/ gbrown CMO Council Report: the state of customer experience across Asia-Pacific and Japan The CMO Council, in partnership with SAP, gathered insights f rom 245 senior marketers in 16 Asia-Pacif ic countries through an online audit during the third and f ourth quarters of 2013. Findings f rom the audit show that only 10% of respondents felt there was strong alignment and synergy among functional heads when it comes to ensuring a seamless experience across all customer touch points and business operational areas. The CMO Council notes that just 23% of marketers surveyed in APJ have calculated how customer experience has directly impacted business performance through lost or gained revenue, retention, def ection, detraction or advocacy. From a benchmarking standpoint, the CMO Council study, entitled “Maximise How You Individualise,” reveals that the customer experience lacks measurement, accountability and dedicated resources throughout APJ based companies and multi-nationals operating in the region. This is surprising considering that 45% of survey respondents represented companies with $1 billion or more in revenue, and 30% held positions at companies with annual sales between $100 million and $1 billion. The Latest Customer Experience Data & Research Apple, HP deliver best customer experiences f rom PC makers: research CMO Council Report: the state of customer experience across Asia-Pacif ic and Japan IBM Report Conf irms: Customer Experience is #1 How to Create Exceptional Customer Experience Customer Service at Every Stage of Growth: How Zappos Delivers Exceptional Customer Experience 5 Truths about Customer Experience Apple, HP deliver best customer experiences f rom PC makers: research 16 Customer-Centric Tech Companies and how they do it (Presentation) 3 Global Airline Alliances: Which wins on Customer Experience? Premium CX Research How to create an amazing experience that drives sales and word of mouth The Apple Customer Experience: how can brands replicate it? Youth Buyology: why youth buy