Tuesday, 16 August 2022
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Report: Experience-led businesses see double-digit revenue growth against laggards

Experience-led businesses are putting long-term engagement over short-term wins, investing in a combination of people, process and technology, have more comprehensive leadership buy-in and are seeing stronger revenue and customer wins as a result.

Those are just some of the findings of new research undertaken by Forrester in partnership with Adobe. The Asia-Pacific edition of the global study, entitled The Business Impact of Investing in Customer Experience – A Spotlight on Asia Pacific, were released today to coincide with the vendor’s Digital Marketing Symposium in Sydney.

The research involved a survey of business professionals from more than 1300 companies globally, including 445 across the Asia-Pacific region. It sought to understand the investments and focus being placed on 17 categories that reflect an experience-led business across people, process and technology, an area of key focus for Adobe.

According to the regional findings, 29 per cent of respondents overindexed on these experience qualities, making them ‘leaders’ in experience-driven business. Industries found to be outperforming included those digitally disrupted first: Financial services, retail and media. The organisations leading on this front also tend to be larger, with at least 10,000 employees.

Those classified as experience-led businesses were found to achieve average revenue growth rates of 23 per cent across APAC, compared with 13 per cent of other companies surveyed.

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