Today, seamless and personalised customer experiences have become the new standard for companies worldwide, regardless of their industry. With the digital experience soaring beyond pixelated storefronts and clunky interfaces, brands must aim to orchestrate an omnichannel symphony – one where every touchpoint resonates, from e-commerce to social media.
However, with intense pressure to capitalise on the digital experience, where do aspiring organisations and individuals begin? How can they achieve this level of success?
By covering the best practices of organisations acknowledged in our CX Stars 2023 program, this report aims to portray a comprehensive picture of how these leading organisations have perfected the art of delivering exceptional CX, particularly in the digital domain.
1. Deliver smarter and more personalised experiences
Smarter and more personalised experiences are crucial for companies to thrive because it enables them to stand out, build brand loyalty, boost customer engagement and better optimise resources.
DBS (Banking)
– AI-powered digital financial planning tool “DBS NAV Planner” to help improve customers’ financial health
– 45 million hyper-personalised nudges sent to customers monthly, with suggestions on how to make their money work harder
– Provides SME businesses with early warning signals of potential credit stress
Outcome: SGD 150 million revenue uplift from AI/ML initiatives in 2022
Ultimately, DBS proves that creating more personalised experiences is not just a trend. Instead, it’s an opportunity for organisations to build more resonant relationships with their audience and achieve sustainable success in today’s highly competitive digital climate. By building digital experiences that are unique and personalised, DBS has helped create better CX.
2. Provide a holistic mobile app experience
In today’s mobile-first world, a holistic mobile app experience is pivotal for greater convenience and accessibility, more frictionless transactions and enabling a direct communication channel between you and your customers. Digital experience for most consumers today starts with the mobile app, and hence delivering Exceptional CX requires building a great experience on the mobile app.
Bajaj Allianz (Insurance)
AI-driven claims system
– The mobile app enables users to capture photos of damages
– AI analyses images swiftly to determine the insured amount
– Accelerated payment processing within 20 minutes
Farmitra app for farmers
– Tracks real-time crop health based on satellite imagery, soil moisture sensors, and pest infestations to provide personalised farming solutions
– 285,000 lakhs monthly active users
Outcome: 1.34 lakhs farmer claims processes through the app for 2022
For Bajaj Allianz, the necessity for a comprehensive mobile app experience lies deeper than the surface of convenience. For them, it’s about providing innovative ways to bridge the gap between the bank and the customer, allowing them to stay ahead in the ever-evolving landscape.
3. Drive deeper digital engagement
With everyone competing for your attention in today’s hyper-competitive market, it can be difficult for consumers to cut through the noise and identify the brands worth engaging. This is where a deeper level of digital engagement that extends beyond conventional norms comes into play, helping your brand stand out from the masses. One of the key purposes of building exceptional CX is to build advocacy and loyalty, and driving better engagement with the customer is an important ingredient.
Tokopedia (eCommerce platform)
Tokopedia Play
– Allows consumers to directly engage with brands through live shopping and short-form videos
Outcome: Transactions grew by 3x in the second half of 2022
Tokopedia Affiliates
– Users can register as affiliates and promote millions of products on their social media
– Receive up to 10% commission if the product is sold via affiliate link
Outcome: 100,000 users registered as affiliates in March 2022
By fostering a deeper sense of digital engagement, organisations can better optimise their resources for maximised efficiency, resulting in increased customer retention and acquisition. This recipe for success is pivotal for companies who aim to achieve long-term success.
4. Orchestrate a seamless digital ecosystem
A seamless digital ecosystem is essential for companies moving forward in today’s digital sphere. It allows them to achieve frictionless harmony across their platforms, websites, and applications, as well as boost efficiency, create a more personalised touch and improve overall CX.
Blibli Tiket, GoTo Group, Grab (e-Commerce/Mobility)
A) Blibli Tiket
– Blibli (omnichannel commerce platform), tiket.com (online travel agent platform), Ranch Market (premium supermarket chain)
– Features a single sign-on widget and unified loyalty membership parity program
– Ecosystems can fulfil 88% of Indonesia’s potential consumption and shopping needs.
2) GoTo Group
– Gojek(on-demand services: mobility, food delivery, logistics), Tokopedia (e-commerce), GoToFinancial (consumer payments, merchant payments, merchant solutions, consumer lending, merchant lending)
– Leader in Indonesia for each platform based on GTV of the first half of 2022
3) Grab superapp ecosystem
– Encompasses mobility, deliveries, financial services, enterprise & initiatives
– Becoming Southeast Asia’s largest and most efficient on-demand platform
– Increasing spend per user: 66% increase in GMV of monthly transacting users
A well-orchestrated digital ecosystem is more than just the sum of its parts; it’s a powerful engine for growth and user satisfaction.
To access the CX Stars 2023 Benchmarking study, please visit here.
