亞太地區客戶經驗管理服務市場：成長機會（2024 年）

員工體驗與顛覆性數位技術推動客戶經驗投資

不斷變化的業務模式和技術創新正在重塑客戶經驗(CX) 產業。本地傳統客服中心和解決方案無法跟上不斷變化的客戶需求和技術進步。在數位時代，客戶期望透過他們喜歡的溝通管道獲得高度個人化和持續的客戶服務。然而，地緣政治衝突以及通膨和利率上升等挑戰使得企業對 IT 投資計畫持謹慎態度，而客服中心領導者正在努力提高預算並使 CX 與企業目標保持一致。

組織現在越來越注重跨系統和地理連接端到端 CX 和員工體驗 (EX)。數位技術使公司能夠獲得寶貴的客戶和員工見解，同時改善客戶和員工體驗並加強業務營運。雲端、自動化、分析、人工智慧和機器學習技術對於提供更情境化、個人化和無縫的體驗至關重要。

本報告分析了驅動和限制客戶體驗管理服務產業成長的因素，並確定了該產業的變化所帶來的機會，可供市場參與者和相關人員利用。本報告中的預測是基於檢驗客服中心解決方案決策者的年度調查、客戶會議以及與世界各地的 CX服務供應商和外包商進行的持續討論所收集的見解。

目錄

客戶體驗管理服務部門轉型：策略挑戰

• 為什麼成長如此困難？
• The Strategic Imperative 8（TM）
• 三大策略挑戰對客戶經驗管理的影響
• 成長機會推動Growth Pipeline Engine（TM）

成長機會分析

• 成長指標
• 生長促進因子
• 成長抑制因素
• 成長環境
• 不斷變化的客戶期望
• EX 提高顧客忠誠度
• 引入生成式人工智慧以放大自動化和虛擬代理的優勢

成長機會宇宙

• 成長機會 1：全面的 CX 價值提案
• 成長機會 2：透過分析和人工智慧加強 EX
• 成長機會3：超個人化體驗

最佳實踐評估

FROST RADAR

下一步

Employee Experience and Disruptive Digital Technologies Drive Customer Experience Investments

The customer experience (CX) industry is being reshaped by changing operational models and technological innovations. On-premises legacy contact center systems and solutions cannot keep up with evolving customer needs and advances in technology. Customers in the digital era expect highly personalized and continued customer service across their preferred communication channels. However, challenges due to ongoing geopolitical conflicts and elevated inflation and interest rates are making organizations cautious in their IT investment plans, with contact center leaders struggling to procure budgets and align CX and corporate goals.

Organizations are now increasingly focusing on connecting end-to-end CX and employee experience (EX) across systems and geographies. Digital technologies are enabling businesses to gain valuable customer and employee insights while enriching their experiences and enhancing business operations. Cloud, automation, analytics, AI, and ML technologies are critical to delivering more contextual, personalized, and seamless experiences.

This report analyzes the factors driving and restraining growth in the CX management services industry and identifies the opportunities emerging from the changes in this space for market players and stakeholders to leverage. The predictions in this report are validated through findings from Frost & Sullivan's annual survey of contact center solution decision-makers, meetings with clients, and continual discussions with CX service providers and outsourcers around the globe.

Table of Contents

Transformation in the CX Management Services Sector: Strategic Imperatives

• Why Is It Increasingly Difficult to Grow?
• The Strategic Imperative 8™
• The Impact of the Top 3 Strategic Imperatives on the Customer Experience Management
• Growth Opportunities Fuel the Growth Pipeline Engine™

Growth Opportunity Analysis

• Growth Metrics
• Growth Drivers
• Growth Restraints
• Growth Environment
• Evolution of Customer Expectations
• EX Boosts Customer Loyalty
• Infusion of Generative AI to Amplify Benefits of Automation and Virtual Agents

Growth Opportunity Universe

• Growth Opportunity 1: Holistic CX Value Proposition
• Growth Opportunity 2: Enhancing EX through Analytics and AI
• Growth Opportunity 3: Hyper-personalized Experiences

Best Practices Recognition

• Best Practices Recognition

Frost Radar

• Frost Radar

Next Steps

• Benefits and Impacts of Growth Opportunities
• Next Steps
• Take the Next Step
• List of Exhibits
• Legal Disclaimer