Acquia recently surveyed 800 marketing leaders and 8000 consumers globally to understand today’s customer experience (CX) trends that are shaping both marketing strategies and consumer experiences. We gathered insights across different regions, including conducting reports for Singapore, Australia and Japan.
Our recent webinar series has been exploring the three key trends we’re seeing in the data across Asia Pacific including how brands are investing in CX technology, creating positive digital experiences for employees and leveraging the power of open source for digital transformation.. In this article, we’ll be looking at how open technologies are being used by global businesses to deliver three key benefits.
Build Pace and Agility with Open Source
Our research confirms that today’s digital landscape is changing faster than ever before. Consumers across Asia Pacific have shifted the way they are engaging on digital channels, and in some cases the increase in digital engagement is well ahead of global trends.
In Singapore, for example, 63% of consumers reported an increase in their usage of social media channels compared with just 45% of global respondents.
What does this mean for local marketers? Firstly, brands need to respond quickly to changing environmental events, consumer behaviour, channel preferences and government legislation. Working with open source technologies gives you the freedom to move quickly without the constraints of predetermined and inflexible ways of working.
Open source technologies support any framework you want to use with open APIs, which are designed to facilitate data sharing between both open and proprietary systems. By working with an open data model and open commerce framework, brands can build new customer journeys and experiences with agility and pace.
An example of this is King Arthur Baking who had to rapidly scale their digital channels during the pandemic. As COVID-19 forced many consumers to stay at home, many of them turned to baking and as a leading baking brand, King Arthur Baking quickly had to scale their direct to consumer digital experiences with a focus on personalisation.
Open source is also supported by a worldwide community rather than a single vendor. Therefore, open source communities are well positioned to respond to global events and new and emerging business models with agility.The Drupal community is a group of over one million passionate marketers, developers, agencies and strategists working together to help create the world’s best digital experiences.
Open Source Enables Better Insights and Intelligence
Today’s marketer needs access to a full spectrum of customer data to reliably inform decision making. Customers provide brands with valuable data at every touchpoint from digital interactions across websites, mobile apps, digital marketing and social media through to in-store retail purchases, e-commerce transactions and customer service calls.
Across Asia Pacific brands have been investing in platforms that help provide intelligence, personalisation and automation to help them deliver more engaging customer experiences based on this rich customer data.
Data from the Australian CX survey shows the reason that personalisation has become a key priority for local marketing teams.
Effective personalisation can drive increased conversion rates, better responses and an increase in repeat purchases, but without a solid customer data foundation, both personalisation and marketing automation programmes run the risk of delivering irrelevant content to the customer.
Open source platforms are designed to make data available wherever it’s need to inform customer engagement strategy, improve campaign effectiveness, and enable accurate reporting and insights.
In addition, open source platforms like Acquia Customer Data Platform (CDP) helps brands unify and dedupe their customer data to build a powerful 360 customer view to share with downstream marketing technologies. Open source platforms are also leading the way in areas such as data-driven segmentation, machine learning and predictive analytics. This enables marketing teams to target their customer based with more intelligence leading to improved return on investment.
Unifying Customer Data Through Open Source Drives Compliance
With consumers engaging with brands through an ever increasing number or channels, brands are struggling to keep up with compliance regulations, especially those related to protection of customer data and personally identifiable information. Data breaches can damage brand reputation and be costly and time consuming to resolve.
Many organisations are overwhelmed by the number of systems that hold customer data. Being able to share the customer information that the brand holds with the customer is a key part of many regional or national data regulations to protect the interests of consumers.
In 2020, the EU, saw a 10% increase in personal data security breaches notified to the Data Privacy Commission compared with the previous year — a total of 6,628.
By adopting open source data and content management platforms, IT teams can reduce the risk by providing marketing teams with centrally governed applications with compliance at their core.nCustomer data platforms can provide a valuable single source of truth for customer data. By ingesting existing customer data from across the business and appending new customer interaction data ongoing to a standardised customer-centric data model CDPs can provide brands with greater confidence that they’re able to meet their compliance obligations.
Our next webinar in our CX series on How to Enhance CX Through Personalised Automated Solutions takes place on April 8, 2021. Register to learn more and download the full CX survey results for Singapore, Australia and Japan to learn more.