A CX round table to remember by @ScottDraeger
Last week, I was in Singapore to attend a round table with Rob Findlay of Next Money and Zennon Kapron from Kapron Asia to discuss customer experience trends in China to an audience of Customer Experience Officers, User Experience experts, CMOs, Line of Business Managers, and IT Directors from some of Asia’s leading banks and insurers.
Zennon Kapron shared the latest trends in payment technology, mobile apps, and social networks across the demographic ranges in China. In many respects, the Chinese market appears to offer better digital customer experiences than other countries, because the social networks are not “one trick ponies” like in the Western World.
In the West, there are separate networks for single functions. Social networks like; LinkedIn, Facebook, Twitter, Snapchat, PayPal, Uber, Waze, and YouTube have a clear and well defined purpose. In China, social networks like WeChat are broader and centralize many aspects of digital life in a single place. Tech In Asia had a great article that describes 20 things a user can do in WeChat.
This is fundamentally better from a digital life perspective. Many things are not better just because they are digital. Digital things are better when they integrate better to other things. For example, if you pick a restaurant, find a special offer, get directions to the restaurant, pay for the meal, split the bill with your friend, write a review, and post it to your followers. There are a lot of reasons to do these through a broader social network with more features than to hack together separate functions of many networks.
As the round table looked at how the Chinese market was different from other Asian markets, the group looked at how they can innovate to improve communications in their markets. The Chinese social networks are expanding into other Asian markets, following the Chinese tourists and business people as they travel the world. According to Zennon Kapron, from a customer experience perspective, this was much like American Express expanding globally to cater to Americans who travelled abroad in the 20thcentury.
Before the round table dispatched, and everyone had to return to the offices, we explored some places we could look within our organizations to examine how we support channels. The Chinese experience on wider social network functionality is a glimpse into an omnichannel customer experience that is feature rich, convenient, and efficient to operate.
Originally published at gmc.net.