Research shows link between focus on customer experience and faster business recovery from the COVID-19 pandemic.
New research by Zendesk in partnership with Ecosystm shows Singapore businesses that prioritize customer experience (CX) investment are expected to recover faster from the pandemic.
According to the research, more than half (56%) of the respondents who indicated an expectation of growth by mid-2021 also considered improving CX as a top business priority.
This would be because they are offering better experiences and building agile businesses, which enable them to respond better to challenges and adapt to evolving market conditions.
Other key insights from the study include:
- 88% of Singapore businesses who are increasing CX spend either expect to recover by mid-2021, are unaffected, or have improved their business amidst the pandemic, compared to 88% of others decreasing CX spend, who will only see recovery after mid-2021.
- More than half of the businesses (57%) say that 2020 has changed their CX strategy to shift a stronger focus to digital and omnichannel experiences.
- 42% of those expecting early pandemic recovery are also investing in AI and machine learning as a CX priority, while only 22% of those expecting later recovery are doing the same.