More Than Half of Execs in APAC say CX is ‘Top Investment Priority’

Video-based human insight company, UserTesting (NYSE: USER) has released its 2022 CX Industry Report that reveals brands are heeding a strong demand for a better customer experience with more than 57% of APAC respondents saying that customer experience (CX) is a top area of investment for them. CX refers to the way a business engages with its customers across the entire buying journey.

According to the report, as customers’ needs and expectations continue to evolve and grow, businesses have recognized the value of human insight to create great customer experiences.

When surveyed about their other top priorities for the year, an overwhelming majority of 71.43% of respondents said that addressing market changes related to the pandemic was crucial for them.


“It is encouraging that more executives in APAC see the value of including customer feedback in the decision-making process, yet it’s equally disconcerting that companies are challenged with being able to truly operationalize their customer experience strategies,” said Janelle Estes, chief insights officer at UserTesting.

“When organizations fail to listen to their customers and are unable to put themselves in their customers’ shoes, they risk missing out on opportunities to grow their business and strengthen their product and experiences.”

The survey asked over 5,100 professionals from around the world including APAC countries like Singapore, Australia & India, across a wide variety of industries how their organizations are approaching customer experience and conducting CX research.

Other APAC insights from the report

Human insight is in high demand


“A better understanding of the customer has never been more important. Human insight plays a pivotal role in not only creating better customer experiences but helping organizations develop better products and services. The value of human insight is critical for businesses based in APAC as the research revealed that 52% of respondents believe in having a dedicated team for UX and CX research.”

Improving CX maturity hasn’t translated into execution yet

“Although meeting the demand for human insight has been challenging, many organizations reported that they have been improving their CX maturity. Yet, 36% of APAC respondents reported that they strongly agree that their overall customer experience still needs improvement. However, these improvements don’t necessarily lead to fully executed CX strategies. It was found that 43% of respondents feel that the teams responsible for gathering feedback usually face a time crunch.”

CX is both a solution and a challenge for many executives

“Although, more than 57% of APAC respondents noted that CX is a top area of investment for them. However, expectations and reality are not yet aligned. 60% of the APAC respondents say they have a strategy in place to improve customer experience, yet only 33% would describe their organization as ‘visionary’ when it comes to CX maturity.”

To access the full report, go here.

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