91% of Asia’s connected consumers – over 1.7 billion people! – share updates and photos of what they are doing on social networks (Kantar TNS, October 2016).
More than 140 million hours (that’s 15800 years) of live-streamed content was posted and watched on Taobao Live in 2016 (China EF, 2017).
73% connected consumers in Malaysia, 70% in Hong Kong, 63% in Singapore use Instagram (Kantar TNS, October 2016). In comparison: ‘only’ 32% of internet users in the US use Instagram (Pew Research Center, Nov 2016)
Wave upon crashing-wave of social sharing has already reshaped the consumer landscape in Asia, though the full impact is still playing out. Status has always been an underpinning driver for Asian consumption, but now (shareable, Instagram-able, Weibo-able) experiences are the main currency of trade. In response, businesses are racing to roll out the most captivating experiences possible: on-demand meteor showers, poetry-writing robots, and fireflies as party decorations (thankfully, that was outlawed).
It’s hard to keep up – you have our sympathy! And while new experiences flood the market, consumers’ time, resources and attention span aren’t getting more abundant. 23% of Asian consumers admit to actively ignoring brand content, and 33% feel constantly dogged by online advertising (Kantar TNS, October 2016). Simply bombarding consumers with more experiences and hoping yours will stand out is not the answer.
This brings us to the full Asian picture. Your customer is more invested than ever before in avoiding wasted time (aka opportunity), and curating what they spend their precious attention on.
Feeling dizzy already? Here’s the good news: we’ve analyzed all the best-in-class innovations that are hitting it out of the Asian Customer Experience ballpark, and we’ve got you covered. The rulebook to succeed in the Customer Experience Economy only contains two pages: throughout the entire journey, every aspect of your brand offering has to impress – either by providing ATTENTION-SEIZING experiences, or facilitating more of said experiences through ATTENTION-SAVING initiatives.
Ready to hit a CX homerun? ;)
Brands are rolling out mobile-powered touch points, reaching more consumers through contextually-tailored, friction-free access to goods and services.
BingoBox — 24/7 staff-free convenience store in China is operated via WeChat
WeChat — WeChat Mini Program gives users access to services based on context and location
Nurugo SmartUV — Cellphone attachment allows users in South Korea to see sun damage on skin invisible to the naked eye
Procedures are painful. Typing is torturous. And those call centers with their endless ‘for English, press 1’ prompts? They’re the bane of seamless CX journeys. Strive to make your customer experience offering as smooth and intuitive as possible.
MSIG Insurance — Mobile app allows Thai motorists involved in accidents to receive assistant within 60 seconds
Samsung Bixby — South Korean AI-powered smart assistant allows users to manage tasks via voice commands
Apple — iPhone update allows built-in camera to scan QR codes
Take a leaf off hospitality’s age-old playbook: the best assistance is felt but not seen. Tap into consumer data and use AI to run invisible services in the background, that anticipate consumer needs and deliver tailored solutions.
HP Lubricants — India-based crash prevention system detects incoming vehicles and sends alerts via drivers' cell phones
Singapore Tourism Board — Personalized travel guides created by analyzing brain waves
Alibaba — Chinese E-commerce giant generated tailored storefronts via AI
Brands are creating urban spaces where Asian city-dwellers can gather, unplug and unwind, meet like-minded people, learn skills and share experiences, and simply have fun.
Adidas — Urban running race across streets of Tokyo dictated by traffic signal data
Changi Airport Singapore — Airport unveils canopy park with a 40-meter indoor waterfall in latest terminal
Xiamen City — Longest elevated bike path in the world opens in China
One way to seize attention? Address issues people aren’t comfortable talking about. This might earn you raised conventional eyebrows, but your brand experience will let consumers express their non-traditional mindsets and preferences more freely.
Amnesty International — Hong Kong-based pop-up bookstore sells only censored books to highlight lack of freedom of expression
Dear Zindagi — Mainstream Bollywood movie highlights mental health issues, an area still largely taboo in India
Lyceum of the Philippines University — University installs gender-neutral restrooms to promote gender equality
Re-imagine and re-invent your brand offering or business model in unique - and sometimes counterintuitive - ways, to deliver a novel experience to consumers.
Autobahn Motors — Used car seller opens luxury car vending machine in Singapore
Maxis — Chinese New Year envelopes in Malaysia made from plantable seed paper
Thai Health Promotion Foundation — Fortune teller booth offers health checkups
Bursting with inspiration already? We hope so – after all, we didn’t want to seize all your attention and then let it go to waste ;)
If you want more insights, make sure to give our global briefing a read, and find out how the Future of CX is playing out worldwide. From there you can download the full free report, take it back to your team, start a brainstorming session, and launch your own winning CX strategies. Good luck!