A virtual conference of DMWF Asia (Digital Marketing World Forum Asia) was held on December 2. DMWF has been introducing trends related to topics such as digital marketing technology, VR, artificial intelligence, influencer marketing, UX, CX, e-commerce, content marketing, data analytics, mobile, and practical examples targeting the global digital marketing community for over 12 years. A Virtual conference on a continental basis was held in 2020 under the influence of the spread of COVID-19. At the Asian event, which we participated in this time, 25 people appeared on the stage. They were corporate sales representatives of main platformers and digital marketing managers of user companies. As the main theme, trends in live commerce, cross-border sales, and data-driven marketing in the COVID-19 pandemic were introduced. Particularly, we would like to introduce some examples of data-driven marketing, and social commerce that is becoming active. The importance of these have been pointed out in many sessions.
transcosmos conducted the "Survey of Online Shopping Usage Trends in 10 Asian cities 2021" with the aim of exploring the actual usage of online shopping in Asia and interest in cross-border EC. The survey targets 3,200 online shopping users in 10 Asian cities (320 from each city) including Tokyo, and clarifies the characteristics of the cities and trends common to Asia. This year, which is the fourth year, we researched the two themes of "live commerce" and "changes in actions due to the COVID-19," and here we would like to introduce each of the points to be featured.
In 2020, the actual change was forced all over the world due to the COVID-19 pandemic. In order to overcome this tough era of living with COVID-19, many industries have been forced to take the lead in digital transformation (DX) for anti-infection measures. And now, it seems that this change decides sales outcomes, but is it true? In the first place, DX has been in progress for more than a decade. The reason for this was not "measures against virus infection", but "increasing customer satisfaction" which is a very natural marketing shift. Now, once again, I want you to focus on "customer satisfaction" which is an essential guideline for the service industry. Can you say that conventional customer service, which responds to all inquiries quickly and politely, has really increased "customer satisfaction"? Is the action of the inquiry itself already users' "dissatisfaction" actually? In other words, the point is that the cause of the fire should be resolved before struggling to extinguish the fire. In fact, this is the most important point that decides sales outcomes of current companies.
Due to the spread of COVID-19, many companies are making progress such as staggered commuting and working from home. Changes are also occurring at the contact centers operated by transcosmos. Various measures are being taken, including shortening business hours, introducing chat and email, introducing unmanned support, and considering a shift to working from home. In preparation for the second and third waves, it is important to formulate a "BCP (Business continuity planning)" and operate the contact center for risk distribution in the future, after changing the viewpoint from "area" to "channel".
With the proliferation of mobile devices and the rise of social media, "we have entered a completely new 'era of connectivity,'" notes Philip Kotler in his book, Marketing 4.0.This time, we will discuss how transcosmos is working to improve CX at the contact center.