Creatives, Step Up To The CX Plate!

Creatives, Step Up To The CX Plate!
SHARE
THIS



In this guest post, Scott Rigby (pictured below), head of digital transformation at Adobe, delves deeper into the findings from company’s recent Creative Pulse Survey 2017 to figure out why Aussie and Kiwi creatives are lagging behind the rest of the Asia-Pacific (APAC) region when it comes to developing a CX program.

Scott Rigby

Customer experience (CX) programs may be marketing’s current favourite toy, but Australia and New Zealand’s (ANZ’s) creative professionals are trailing their APAC counterparts when it comes to engaging (or even planning to engage) in their design.

According to Adobe’s Creative Pulse 2017 survey, not only have just 34 per cent of ANZ creatives designed a CX program in the last 12 months – admittedly not far behind APAC’s 36 per cent – but, more significantly, only 30 per cent have plans to develop one, trailing APAC’s 37 per cent.

This is curious, given the emphasis currently being placed on the customer experience, which is positioned as the number one investment by businesses across APAC. Earlier this year, the 2017 Digital Trends report conducted by Adobe and Econsultancy found that optimising the customer experience was seen as the single most exciting opportunity among marketers and e-commerce professionals in 2017.

One brand already reaping the benefits of this optimisation is Qantas, which has worked to deliver improved and more personalised experiences on and off the plane. Qantas has adopted a number of components from Adobe’s Marketing Cloud, including Experience Manager, which has been used to re-platform and personalise Qantas.com.

Qantas is also using data to improve customer interactions on the front line, equipping flight attendants with customer insights that enable them to celebrate landmarks such as birthdays, much to their customers’ delight.

So, when the benefits of CX programs are already being felt, why are our creatives trailing their APAC neighbours? And it’s not just CX programs to which this applies; 65 per cent of ANZ creatives have not only not designed a CX program or project, they also haven’t designed a ‘connect everywhere’ customer solution or IOT solution, compared with 56 per cent in APAC.

Perhaps this stems from a need for more training. Currently, ANZ creatives are not matching their APAC colleagues when it comes to updating their skills, with only 34 per cent upskilling every six months – quite a way behind APAC’s 45 per cent. In a rapidly evolving marketplace, the ability to pick up new skills is more important than ever and can affect competitiveness, but brands can help their creatives rise to the challenge by allocating time for regular training rather than leaving it up to each individual employee to polish up their skills.

ANZ’s lower training statistics could be a symptom of a more relaxed attitude among creatives on both sides of the Tasman. This is demonstrated by the fact that 60 per cent of ANZ creatives are not concerned about the potential impact of artificial intelligence or machine learning. In comparison, within APAC this figure drops to 50 per cent, and while the other end of the spectrum sees 13 per cent of APAC creatives claiming to be extremely concerned, only six per cent of ANZ respondents share the same level of apprehension.

This relaxed approach may need a rethink in the long-run. Creative Pulse 2017 found that 60 per cent of ANZ organisations are placing customer experience at their centre – more than almost any other APAC market (India’s 65 per cent being the lone exception). With CX programs becoming such a focus, ANZ brands can fast track their implementation by ensuring creatives have the training needed to meet this demand, enabling them to then deliver the kinds of experiences customers not only want, but have come to expect.

Latest News

Nine Reveals Its 2019 Line-Up, Including The Return Of SeaChange, ABBA & Lego!
  • Media

Nine Reveals Its 2019 Line-Up, Including The Return Of SeaChange, ABBA & Lego!

Nine has unveiled its 2019 line-up of shows at its gala upfronts in Sydney on Wednesday night. A mix of old and a few new, probably the biggest surprise was news that the network had snared Aussie drama SeaChange – starring Sigrid Thornton and John Howard – that was last seen on the ABC in […]

Pause Fest Hits Play On Massive 2019 Line-up & Awards
  • Media

Pause Fest Hits Play On Massive 2019 Line-up & Awards

One of the industry’s biggest events is returning in 2019 with a huge speaker line-up, incredible activations and some seriously enviable networking opportunities. That’s right, Pause Fest is back, and it’s time to hit play on your ticket buying, because this is an event you cannot afford to miss. Pause Fest is boasting talent from […]

Partner Content

by pause fest

The Works Promotes Paul Swann & Tom Harber To Managing Partners
  • Advertising

The Works Promotes Paul Swann & Tom Harber To Managing Partners

The Works has promoted Paul Swann (left in photo) and Tom Harber (right) to the newly created roles of managing partners as the agency continues to build its integrated offering with RXP Group. Swann has been a creative partner at The Works for more than six years, during which time he developed work for accounts including […]

Nine Launches 9Voyager To Attract Small To Medium Advertisers
  • Media

Nine Launches 9Voyager To Attract Small To Medium Advertisers

Nine today unveiled the next stage of plans to simplify and further automate the buying of television through its unique proprietary technology 9Galaxy and launched 9Voyager, aimed at opening the TV market to more small and medium enterprise (SME) owners. 9Voyager, released at the media company’s 9Upfront event in Sydney, will allow Nine to better […]

Nine Sets Sights On Lucrative Premium Partnership Space
  • Marketing
  • Media

Nine Sets Sights On Lucrative Premium Partnership Space

Nine has showcased its premium partnership space through the strategic client solutions division, 9Powered, at its 2019 Upfront event on Wednesday evening. In unveiling its 2019 program slate, Nine highlighted how, through its schedule it delivers marketers cross-platform opportunity to align with powerful “water cooler” content and reach mass audiences at scale, delivering real, measurable […]

The Aussie Open & NRL Headline Nine’s 2019 Year Of Sport
  • Media

The Aussie Open & NRL Headline Nine’s 2019 Year Of Sport

Nine has used its upfronts to reveal its plans for Wide World of Sports for 2019. Nine’s Director of Sport, Tom Malone, used the Nine Upfront event to talk about the acquisition of tennis and the strategic rationale and power of Nine’s cross-platform suite of properties – tennis, rugby league, cricket, netball, basketball and golf. “It has been […]

Nine Reveals Its News & Current Affairs Plans For 2019
  • Media

Nine Reveals Its News & Current Affairs Plans For 2019

Nine has used Wednesday night’s Upfronts to reveal to media and advertisers its news and current affairs plans for 2019. From 5.00am, we present Nine News Early Edition with the latest in overnight breaking news from around the world. At 5.30am Today, hosted by Karl Stefanovic and Georgie Gardner. In 2019, Australia’s longest running breakfast […]

Bold Adshel Campaign Pays Off For SA Tourism Commission
  • Media

Bold Adshel Campaign Pays Off For SA Tourism Commission

South Australian Tourism Commission (SATC) has achieved outstanding results from a daring, unbranded ‘teaser’ campaign across the Adshel network. The campaign highlighted seven little-known parts of South Australia, repositioning them as hidden, luxury tourist destinations. The ‘Tell Us Where’ campaign rolled out across digital small format out-of-home Adshel sites in Sydney, Melbourne, Brisbane and Adelaide, […]

How Nike Missed The Mark On Digital
  • Marketing
  • Opinion

How Nike Missed The Mark On Digital

Nike may be the brand held up by pretty much every marketer, but as digital marketing consultant, Tam Al-Saad (pictured below), says in this guest post, when it comes to digital, the sports behemoths still needs to just “do it”… By now you should have seen or heard of the Nike “Dream Crazy” campaign. It’s the one […]

Opinion

by B&T Magazine

B&T Magazine