In a climate of stagnating growth and stretched budgets, the current focus on customer experience is not surprising.
Overall, marketers in Asia are no longer transfixed on delivering big-bang campaigns with huge media spends and celebrity sponsors. In a world where ROI is king, they have fixed their gaze firmly on the numbers. The fact that even a 1% improvement in churn rates or satisfaction can result in millions of dollars for large corporations has caused many to focus on how they can make changes to their customer experience.
However, too often local brands embark down the customer experience path with the view that fixing problems amongst dissatisfied customers is the route that is going to bring back most value to the organisation. Yet while improvements to service recovery have been shown to reinforce customer loyalty, they do not constitute a Customer Experience strategy.
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