CUSTOMER EXPERIENCE IS THE NEW BATTLEGROUND FOR BUSINESS

Across Southeast Asia, companies choosing to compete on experience are leading and disrupting their sectors.

- FOO MAOGEN

Some of our fastest-growing brands, like Gojek, Spotify and Mah Sing, are integrating better experiences in their value proposition as they race to the top. Businesses across Malaysia have an unprecedented opportunity to capitalise on this trend known as the experience economy - whereby customers will pay more for better experiences.

The rise of the experience economy and the advent of new technologies has not gone unnoticed by senior government officials in Malaysia. The Communications and Multimedia Minister Gobind Singh Deo recently highlighted that the impact of new and disruptive technologies, like experience management, presents huge opportunities for Malaysia’s customer experience (CX) workforce.

To help you succeed in this new era of business, there are seven CX trends that will define the next 12 months for Malaysian businesses.

1 MOVE OVER DIGITAL TRANSFORMATION, IT’S ABOUT THE EXPERIENCE NOW

It’s time to shift the conversation from digital transformation to experience transformation. Understanding the customer experience and acting on those insights is the key to success in today’s dynamic experience economy.

2 MOVING FROM TOUCHPOINTS TO JOURNEYS AND SEGMENTS

As the CX industry continues to mature, it’s becoming more important to understand and measure the value of investments in CX and the ability to provide personalised interactions at scale.