target audience: TECH SUPPLIER Publication date: Nov 2024 - Document type: Market Presentation - Doc Document number: # AP51545224
IDC FutureScape: Worldwide Future of Customer Experience 2025 Predictions ― Asia/Pacific (Excluding Japan) Implications Positioning for Success ― Opportunities for Tech Sales and Marketing Leaders
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Abstract
This IDC study short-lists the 10 most urgent business and technology trends that customer experience (CX) executives must pay attention to and build a game plan for, to emerge resilient against increased similar offerings from competitors, maintain a competitive edge, and not get left behind in the race to demonstrate value and get buy in from the C-suite.
Technology-driven CX enhancements have been a top business objective for companies in the Asia/Pacific (excluding Japan) (APEJ) region as a means to differentiate themselves in a market where more businesses are becoming concerned about the commoditization and similarity of their products and services because of the increased digital offerings from their competitors.
One of the key challenges for Asia/Pacific-based CX executives is the refocusing of IT and digital initiatives on improving operational efficiencies. As a result, many of these executives have started to incorporate one of the most significant technologies being tested and deployed for operational efficiency — AI. AI is driving companies to modernize and unify their underlying data infrastructure, slowly breaking down existing organizational silos. By applying CX initiatives to the resulting more centralized and holistic organization, companies in the region are moving toward an experience-orchestrated (X-O) approach with AI at its heart.
Whereas CX has traditionally been viewed as a "front-office only" initiative, IDC's X-O framework takes a unified approach, realizing that all components of a business — front, middle, and back — have to work in sync to create meaningful experiences. X-O views experience holistically and leverages it to ultimately create meaningful value for all its key stakeholders, not just customers. It is critical to future success.