88% Indian Companies Bet Big on CX Innovation to Grow Business; Highest among APAC Counterparts

Over 88 percent of Indian enterprises are investing in customer experience (CX) as a means to grow their business as compared to other countries in the Asia Pacific region, according to a study by Zendesk, in partnership with Enterprise Strategy Group (ESG). Most Indian organizations (88 percent) accelerated their CX projects over the past 12 months compared to their counterparts in South Korea (67 percent), Australia (65 percent), Singapore (62 percent), and Japan (37 percent).

“Our research confirms that the customer service function has evolved from a cost centre to become a revenue driver for businesses. Indian organizations who realized this have made great strides in maturing their customer experience capabilities, and are seeing the results. It’s important that all businesses – regardless of industry, size and life cycle – continue to invest and innovate in CX for long term success and growth,” said KT Prasad, MD & RVP, India & SAARC, Zendesk.

Indian organizations lead globally in their enthusiasm for a conversational future, with 79 percent of them agreeing that chat and social channels are most used by customers today and 100 percent predicting this will remain the case in the future.

The research found that the number of Champions within midsized and enterprise companies in Asia Pacific has increased from 6 percent to 8 percent since 2020, with India (16 percent) and Australia (12 percent) having the highest proportion of Champions.

The vast majority of respondents in APAC (90 percent) agree that CX innovation is required to protect their business from competitors. And in India, 97 percent of midsize and enterprise-sized Indian organizations agree with this sentiment. In fact, three-quarters of them recognize the strategic imperative of CX innovation, significantly more so than their counterparts in South Korea (49 percent), Japan (45 percent), Singapore (42 percent) and Australia (41 percent).

All the Indian organizations said that they use support data to expand sales opportunities and business growth, the highest globally.

Larger APAC businesses have also increased customer visibility in the past year. Over three-quarters of larger Indian organizations (77 percent) achieved greater cross-channel visibility, a significantly higher percentage than their counterparts in Australia (36 percent), Singapore (29 percent), South Korea (23 percent), and Japan (17 percent). 64 percent of Indian organizations feel they made the right CX investments to increase their business resiliency in the future.