Digital Transformation Needs To Address the New Human-Machine Paradigm
Automation now plays a pivotal role for businesses that want to elevate and scale customer experience (CX) with the efficiency needed today. With the advent of digital and automated engagement mechanisms, customers have come to expect real-time personalized services and interactions. Hence, delivering experiences that drive loyalty and efficiency requires organizations to holistically weave human-assisted and automated service capabilities into customer journeys.
Although this synergy is recognized, unmet needs and expectations persist among customers. To inform business leaders of these changing customer needs, Infobip commissioned Forrester Consulting to develop a custom study of 1,210 consumers across mainland China, Hong Kong, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Thailand, Taiwan, and Vietnam, to highlight the strategic components needed to build a hybrid CX.
Automated Self-Service Has Accelerated. However, Human Touchpoints Are Here to Stay
As digitalization accelerates, APAC consumers have increasingly adopted self-service and automated support in their CX. Customer preferences for automated chatbot services in purchase journeys have risen from 24% to 26%, highlighting the opportunity for organizations to invest in automation and scale convenience, providing the autonomy that customers seek. However, consumers still habitually rely on live human support — phone and online live chat interactions were the top two preferred touchpoints across all support scenarios, especially in mainland China, Malaysia, Philippines, South Korea, and Vietnam. However, in Indonesia, social media was the most preferred interaction touchpoint. The hybrid preferences of consumers reinforce the need to optimize digital channels, while ensuring accessibility of human agent engagement.
This article is posted at forrester.com
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