CCM’s essential role in the Asia Pacific CX ecosystem

CCM is evolving from its modest roots as a standalone solution to a vital component of customer experience management

This “experience economy” is motivating enterprises to provide digital-first, proactive, personalised experiences at every step of the customer journey. The new and evolving environment requires enterprises to pursue a customer-first approach to experience delivery. As a result, the market is witnessing a convergence of digital, cloud-based customer engagement technologies. Against this backdrop, Omdia and Quadient conducted a survey in January 2022. 

Key objectives include the following:

  1. Determining whether companies are considering integrating customer communications management (CCM) technologies into their CXM ecosystem
  2. Outlining the motivating factors for integration
  3. Identifying the opportunities realised from including CCM in their customer experience (CX) ecosystems
  4. Discovering the barriers stalling advancement

The survey was administered to 419 CX-focused leaders in Singapore, Australia and New Zealand in roles consisting of directors, managers, corporate management and department heads. They represented the contact centre, IT, operations, digital, marketing, communications and CX departments. The industries represented included utilities, telecommunications and the financial services and banking sectors. Representation spanned mid-size enterprises (501–1,000 employees), enterprises (more than 1,000 employees) and large enterprises (more than 5,000 employees).

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