Technology underpins almost every facet of 21st-century life: from work to management of personal finances and shopping to connecting with loved ones and setting doctor appointments.

With the emergence of AI, Web3 and 5G, technology will become even more deeply integrated into our personal and professional lives and make digitalisation a non-negotiable for companies in the region. 

A recent study found that around 70 per cent of enterprise businesses in Singapore have plans to increase their adoption of new technologies to improve operational efficiency and enhance customer experience. While this is undoubtedly a step in the right direction, firms should be mindful that customer expectations around the products and services they interact with now change more rapidly than ever. 

Customers are becoming more tech-savvy, and with a better understanding of technology comes less tolerance for poor customer or user experience. While most businesses have implemented one-off digital transformations, many have realised that this method does not optimise current infrastructure to harness new technology and reap its benefits fully. To do so requires an interactive approach instead, and companies must implement digital acceleration as an ongoing process.  

Here are three ways organisations can ensure that the kind of service modern customers seek is delivered: 

Outside-in thinking

Customers are increasingly demanding seamless digital experiences, and technology players in the region are taking note. At present, 59 per cent of APAC businesses are stepping up investment in customer experience management to meet emerging expectations. In this new digital battleground, businesses that are able to create new experiences that satisfy customer needs while fueling loyalty and advocacy will come out on top. 

Also Read: How to adopt the right engagement model to delight your customers

Companies must consider customer expectations at every stage of their business processes, from initial ideation to final delivery.  An effective way of doing this is by taking an “outside-in” approach where a business is looked at from the customer’s perspective. Subsequently, digital processes, tools, products and major decisions are based on what’s best for the customer’s overall experience.

Leverage data to deliver personalised experiences

Data is the fuel of the digital future, and organisations are increasingly using it to drive better business insights and deliver more hyper-personalised customer experiences. In a rapidly evolving digital environment, having easy access to user data allows tech players to keep up with real-time consumer trends for better decision-making. In fact, 94 per cent of businesses in Singapore have increased their utilisation of business analytics to better leverage the data available and improve decision-making. 

According to Meta and Bain & Company’s annual SYNC Southeast Asia (SEA) report, the region is way ahead of its peers when it comes to the adoption of fintech and web3, including metaverse-related tools.

Customer acquisition and retention are essential to growing market share not only locally but in the region. With Southeast Asia leading in the adoption of such future technologies, companies should leverage various technology solutions, including martech ones.

These can be integrated into existing digital infrastructure and systems can support marketing teams in reaching various customer segments as organisations look to expand. Essentially, the more businesses understand their customers, the more accurately they can predict what they want, innovate products, and work towards an omnichannel experience that better engages customers accordingly.

Create an agile environment to keep pace with change

To survive and thrive in today’s fast-moving market, organisations must be flexible, adaptable and proactive. The rapid development of the digital environment has further demanded quicker and more effective deliveries of high-quality and innovative products. This means that agility and adaptability are essential for technology companies to continue delivering value to their customers, whose demands and priorities now change more quickly than ever. 

But despite the current wave of technological disruptions, new global research by Harvard Business Review Analytic Services found that only 30 per cent of APAC businesses are prepared for unexpected changes. 

Customer experience should be central to every technology company’s digital acceleration strategy, with agile processes and systems implemented that can quickly adapt to the ever-changing demands of the modern customer.

Organisations should also consider working with the right partners to accelerate the deployment of new digital technologies. Engaging expertise to set up a digital acceleration strategy can also help companies free up resources that can be put to more efficient use.

At the end of the day, it is crucial that businesses can sustain and adapt quickly to evolving industry landscapes. Building bespoke solutions to offer customers the best possible experience can make all the difference for a successful digital strategy. 

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