The Covid-19 pandemic has accelerated digital transformation in India, according to a new study by customer service software firm Zendesk. More than half the companies surveyed said their digital transformation had been fast-tracked by one to three years while 72% said customer experience (CX) had become more important to them now than a year ago.
“CX isn’t just a sideline part in a company’s digital transformation, it is the driving force behind it. The past year has shown us that the most successful companies are infusing great customer experiences in everything they do, and this will remain true in 2021 and beyond,” said KT Prasad, managing director, Zendesk.
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Prasad said 41% of tech decision makers in APAC saw increased investment in CX in 2020, with 53% seeing continued increase in 2021. “We believe there will be a continued focus on customer centricity and ongoing digital transformation as we adapt to our next normal,” he said.
Across APAC, two in five customers use multiple channels for the same issue – meaning support teams need to be prepared to serve customers across multiple channels, the survey revealed. Not only that, customers increasingly expect personalisation from brands throughout their CX journey – 89% of customers surveyed in India agreed with this.
As a result, businesses in India are now making CX a priority in their digital business transformation efforts, with 90% of the Indian companies surveyed saying CX was now a priority in their digital business transformation efforts.
In APAC, 55% of tech decision makers said their budgets for tech purchases will increase in 2021, helping them to better manage more distributed workforces, adapt to the next normal and add new ways to offer support.
