55% of APAC brands cannot easily analyse consumer data: Sprinklr report

Sprinklr has released its latest research report, ‘Leveraging data analytics for contact center optimisation’.

The report highlights key insights, challenges, and opportunities around customer data in the Asia-Pacific (APAC) region – including the fact that more than half of organisations surveyed were unable to easily analyse the consumer data they collected to derive actionable insights.

Created in partnership with CX Network, the report surveyed CX Network members in Asia-Pacific from June-July 2023,  with the largest share of respondents (21%) coming from India – making the report’s conclusions insights especially relevant to audiences and  brands operating in the Indian market.

Melanie Mingas, Editor in Chief, CX Network, said, “Our joint research project with Sprinklr found that only 54% of organisations store their contact center data in a way that can be easily analysed. When it comes to advancing the quality of CX and the efficiency of operations, these organisations must take the opportunity to embrace AI-powered tools that support workflows and analyse customer interactions across all channels. This report outlines the benefits of upgrading the tech stack and provides practical advice on how to initiate such a project.”

Customer data is a goldmine of insights for businesses, helping predict consumer behaviors, analyse performance of products and services, and recognise brand differentiators – but only if brands can effectively, collect, analyse, and activate that data in a secure and compliant way. The Sprinklr report finds that brands across the APAC face significant challenges in the collection and analysis of this data, with many organisations leaving it totally unactioned.

46% of respondents shared that they did not have a central data storage required to deliver a competitive customer experience.

55% of respondent organisations were unable to easily analyse the consumer data they collected to derive actionable insights.

58% had indicated they had an annual budget of US$100,000 or less for contact center solutions

Arun Pattabhiraman, CMO, Sprinklr, said, “The use of multiple disconnected tools for CX management can lead businesses to underutilise their consumer data and miss key business insights. Our latest report spotlights some of the industry-wide gaps in data collection and analysis for the Asia-Pacific region, to encourage a shift to the more optimal approach of unified CX management. Sprinklr’s unprecedented AI-powered CXM platform is a global leader in this space, helping some of the world’s leading businesses extract the maximum value from their data, while improving their overall customer experience.”

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