Summary
Customer experience leadership in 2022 demands more than tracking satisfaction scores; it requires rethinking how digital engagement, efficiency and ecosystem value are measured, organized and delivered across an enterprise. Drawing on insights from expert contributors across Asia's leading firms, six priorities define what it takes to win in what has become known as the experience economy, spanning digital measurement, organizational design, technology architecture, emerging commerce trends, employee experience and strategic partnerships.
Traditional metrics like customer satisfaction and net promoter scores no longer capture the full picture of digital engagement, prompting companies to adopt new benchmarks around digital engagement value, efficiency and ecosystem value. Deciding who owns customer experience within the organization, whether the chief executive, a specialized customer experience officer, or department heads with close customer touchpoints, along with the underlying organizational structure, proves just as consequential as the technology stack itself, which increasingly centers on cloud-first architecture, automation, frictionless customer data platforms and conversational AI.
Two emerging commerce trends stand out: live commerce, blending livestreaming with real-time purchasing, and phygital experiences that fuse physical retail spaces with digital tools such as virtual shopping and remote consultation, illustrated through case studies from Japanese retail brands. Employee experience and the right technology and outsourcing partners round out the picture, with customer experience solution providers and business process outsourcers alike posting strong growth, acquisitions and public offerings as investment in the space accelerates.
- New digital measures: engagement value, efficiency value, ecosystem value
- Live commerce and phygital retail experiences
- Employee experience practices supporting customer-facing teams
As the experience economy matures, which companies are redesigning their organizations, not just their technology, to win on customer experience?
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