The Zendesk Global Annual Customer Experience Trends Report 2021 finds that customers continue to be more demanding, making it harder for businesses to meet expectations in a post-pandemic world.
With the Covid-19 pandemic, technology has become even more important and 53% of the companies in the APAC region plan to invest more in CX software in 2021.
“There has been a shift in consumer behaviour, especially in India. There is also an increase in digital adoption with nine out of 10 people saying they used a new way to get in touch with customer service in the past year, the highest in the region,” Zendesk’s APAC COO Wendy Johnstone said in a statement.
This accelerated adoption of technology is expected to continue into 2021, she said.
Messaging emerged as a popular way for customers to reach out to companies, including sending support requests over apps like WhatsApp and Facebook Messenger, which have spiked significantly during the pandemic with social messaging up 117% in APAC since February 2020.
“Customers want to self-serve and companies are working at that, providing chatbot and AI based support,” said Johnstone. At the same time, organisations will have to think about how they are supporting their teams and employees, she said.
The study found that only 14% of managers in India said they do not have the right analytics tools to measure success for remote teams and 13% agents said they do not have the right tools to work successfully from home—the lowest in the region.
Finally, it is important for companies to continue to focus on customer experience as it remains an important driver of customer decision making. The vast majority (72%) of customers in India said they were willing to spend more with a company that offers a good customer experience, while 62% will take their business elsewhere following bad experiences.
This study combines analysis of the Zendesk Benchmark based on how 90,000 companies use their support solutions along with a survey of over 8,000 consumers, customer service agents and managers, and technology buyers across the United States, United Kingdom, Australia, Brazil, France, Germany, Spain, Japan, Mexico, India, Singapore, South Korea, Italy, the Nordics, and Benelux region.