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.

Please login with linkedin to comment

Latest News

App Annie Announces New Managing Director For APAC
  • Technology

App Annie Announces New Managing Director For APAC

App market data and analytics company App Annie has announced the appointment of Cindy Deng as its new managing director for the Asia-Pacific (APAC) region. Deng joins App Annie with more than 18 years’ experience in enterprise IT, digital advertising, data analytics, and data management. In her most recent role at Turn, she was responsible […]

New Editor For GQ Australia
  • Media

New Editor For GQ Australia

Unfortunately, it's no more Lowes or Roger David for Michael Christensen after being named fashion organ's top tamale.

QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]