Forrester Unveils Its 2016 Predictions For Business Leaders In Asia Pacific
In 2016, the Gap between Customer-Obsessed Leaders and Laggards in Asia Pacific Will Widen
“2016 will be a pivotal year for companies adapting to digitally savvy
and empowered customers. Companies moving along the age of the customer
path will begin to thrive, while laggards will begin the slow descent to
For 2016, Forrester’s top predictions and their implications for
For Marketing & Strategy (CMOs)
Digital marketers will embrace eCommerce initiatives as core
responsibilities: Marketing professionals will be pressured to
deliver measurable business outcomes, driving the need to formalize
the customers’ path from digital marketing engagement to purchase.
This is especially apparent in
Chinawhere the link between social media and eCommerce is much stronger.
Mobile innovations will fuel opportunities for improved customer
experiences: Mobile services are expanding into office service
delivery -- online to offline (O2O) -- and this will continue into
2016 as customers demand a more seamless mobile-first, and fully
digital experience. This is also evident in the mobile payments space
as digital wallets gain traction across the region, with players like
Alipay and WeChat in
China, as well as tech giants Samsungand Apple, fighting for a larger share of the consumer’s wallet and expanding their ecosystem of brick and mortar merchants.
For Business Technology (CIOs)
- CIOs will embrace design thinking: Facing pressure to ensure they are adopting a business technology (BT) agenda to win, serve, and retain customers, CIOs will need to show empathy for customers and understand how BT will create effective and compelling customer experiences.
New platforms and services will flourish: Technology leaders
Baidu, Alibabaand Tencent(BAT), as well as digital Software-as-a-Service startups, will roll out new platforms, mostly cloud-based, that create opportunities for CIOs and the BT agenda.
For CX Leaders
Asia Pacificfirms will exploit MNCs’ localization failures to gain market shares: International companies that do not seek to localize their CX initiatives will face increased competitive pressure from Asia Pacific-based companies, who will recognize the need to improve their customer experience across all customer touchpoints.
Human-centred design methods will fuel CX excellence: More
Asia Pacificare realizing the need to place the customer at the center of their businesses and organize their service design around them.
In addition to its series of market predictions for 2016,
The full set of Forrester’s Predictions briefs for 2016 is also available here.
For Forrester Research:
Iris Leong, +65 6426 7016
PR Manager, Asia Pacific