Last June, a study from PwC found that 39 per cent of Asia Pacific workers believe their organisation will not survive beyond the next decade if they continue on their current path.

Raymund Chao, the chairman of PwC Asia Pacific and China, said:

“Competition continues to intensify, risks of disruption remain and societal expectations are rising, which collectively challenges the viability of every business. To truly flourish in an environment that is continuously evolving, organisations must transform and adapt at speed. One of the primary ways to help them achieve such agility is by adopting best-in-class digital technologies.”

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Customer Communications Management (CCM) has evolved from a traditional tool for one-way communications to a pivotal component in the customer experience (CX) stack. The “experience economy” demands seamless, digital-first interactions, compelling enterprises to prioritise proactive and personalised experiences.

Along with economic challenges and shifting business priorities, companies in the Asia-Pacific region are increasingly seeing the critical role of CCM in addressing customer expectations and reducing friction across channels. This is driven by the need for cohesive, integrated platforms that leverage data, technology and human interactions to visualise and manage customer journeys effectively.

To determine the tangible impact that CCM is having on APAC businesses, Omdia (on behalf of Quadient) surveyed 419 CX-focused leaders in Singapore, Australia and New Zealand about the priority of CCM in their customer experience management (CXM) ecosystems.

When asked about the top priorities for this integration, 56 per cent of the respondents cited process automation, 54 per cent emphasised personalisation and 42 per cent said self-service. This indicates an overall shift in business priorities towards enhancing customer journeys and engagement.

About a third of the leaders in financial services, banking, telecoms and utilities said they had employed Chief Experience Officers (CXOs) to guide their CCM initiatives, demonstrating the elevated importance of successful platform deployment.

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Across all departments, “increasing productivity gains” was cited as the primary objective for their CCM investments. This shows that CCMs are becoming key to addressing employee shortages and turnover, which has become an issue for APAC business leaders due to the out-migration of skilled workers, an ageing workforce and insufficient resources for training.

In addition to allowing companies to remain competitive, digital technologies like CCM platforms are becoming an essential line of defence against rising phishing scams and electronic fraud.

Complaints to the Australian Financial Complaints Authority (AFCA) related to scams doubled in 2023 over the previous year. A notable example was the scammer who tricked consumers out of their life savings by sending texts pretending to be HSBC Australia.

Elsewhere, the Monetary Authority of Singapore has proposed a ‘Shared Responsibility Framework’ which outlines how responsibility for phishing scam losses will be shared among the relevant financial institutions and telecommunications companies as well as the consumer. In this context, compliance, timeliness, authenticity and process automation in communications management are crucial for organisations to prioritise, not only to enhance customer experience but also to safeguard against the escalating threats of fraudulent activities.

The CCM platform organisations choose to deploy must support a seamless and personalised CX, simplify communications management, be interoperable with other customer engagement applications and defend against bad actors. A leading provider of such a solution is Quadient. By incorporating wizard-driven forms, mobile onboarding and real-time automated interactions, the Quadient Inspire CCM actively enhances customer engagement and satisfaction. It views the CX as a continuous journey by employing a customer journey map that incorporates key performance indicators (KPIs), tracks issues, conducts analysis and assigns relevant content to each stage of the customer journey.

The Quadient AI engine can suggest minor content improvements for sentiment, tone and readability, as well as more significant changes through alternative sentences and translations. On top of providing cleaner and more engaging communications, this feature ensures personalised communications with a consistent voice.

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Quadient’s versatile deployment options, including software-as-a-service (SaaS), public cloud, on-premise or a hosted managed service, cater to diverse organisational needs. It provides the flexibility businesses need to remain profitable through difficult economic conditions. It also allows those in countries with stringent consumer data laws to maintain compliance.

Recognised for its performance and scale by customers and partners, Quadient efficiently handles large communication volumes with its Scaler engine executing multiple output delivery and processing tasks. This contributes significantly to increased productivity and, ultimately, a better employee experience.

With tedious, repetitive tasks taken off their hands, staff can hit their KPIs more quickly and concentrate on more interesting, strategic work.

To help facilitate quicker adoption and return on investment, Quadient streamlines the implementation and migration experience from legacy CCM systems with migration tools and prebuilt integrations, templates and content objects.

Discover more about how CCM is revolutionising APAC businesses by downloading the Quadient whitepaper ‘CCM’s Essential Role in the Asia Pacific CX Ecosystem’, and find out how the Inspire CCM can future-proof your business by visiting the Quadient website.