Winning In Today’s Experience Economy: Merkle’s 2024 Customer Experience Imperatives Report Reveals APAC Consumer Preferences on Brand Experiences

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Singapore: 30 January, 2024 |Merkle, dentsu’s leading technology-enabled, data-driven customer experience management (CXM) company, has unveiled the first instalment of its  Customer Experience Imperatives research series, titled “Engagement to Empowerment: Winning in Today’s Experience Economy.” In the report, Merkle offers insights into today’s consumers expectation of brand experiences and urges brands to focus on responding to consumers’ stated preferences to nurture customer loyalty and build long-term relationships.

The research reveals that as technology advancements accelerate and consumer expectations evolve – customers yearn for greater control and influence over the way brands market to them. Merkle’s survey shows a whopping 85% of consumers in APAC found personalised product or service recommendations impactful on their brand experiences. The report also pointed out that as younger consumer bases mature into adulthood and a growing share of digital natives fuel the economy, consumers are increasingly comfortable trusting brands with their personal data (51%), while the rest remain neutral (29%) or skeptical (21%).

Based on the study, Merkle has advised brands to uphold six imperatives to deliver exemplary customer experiences: 

  1. Understand CX fundamentals from the customer’s point of view.
  2. Use customer data for the customer’s benefit.
  3. Use ethical AI to create convenience and build trust.
  4. Meet the customer’s need for live human interaction.
  5. Focus on the post-purchase experience.
  6. Experiment with emerging technologies to invent new forms of customer empowerment.

“Today’s consumers have more control and buying options. It is not enough for brands to merely follow trends, but to unravel what ‘excellent’ customer experience means and to what actions it translates. Personalisation is just the first step; genuine customer empowerment calls for authentic connections and experiences that arouse emotions within customers and resonate with them.” said Chris Webb, Chief Operating Officer, Merkle APAC.

“This research provides a clear picture around the factors that impact consumers’ decisions and where brands should capitalise their investments to build stronger relationship. With real insights, brands that wish to achieve customer experience excellence can make informed decisions to keep pace with customer’s evolving expectations and provide a positive and connected experience across multiple touchpoints.”

The 2024 Imperatives are available in a downloadable research report. Visit here to download.