WITH business environments today characterized by highly saturated and distributed markets, an enhanced customer experience is key to differentiation and competitive advantage. While digitization inevitably is the path to success, this must be done carefully and with the intention of steering the business to marry smart investments that directly benefit the experience their customers have with the brand.

According to a CX Network report, metrics used to measure customer experience investment challenges across the Asia Pacific, prove that clarity around digital strategy is critical to tapping into the opportunities that digitization brings. However, for organizations to be confident of building customer loyalty and retention, efforts must be focused on deriving meaningful business insights from real-time operational data, a combination of analytics and data visualization.