MarketScape-亚太区客户数据平台2023年供应商评估报告

March 2023, IDC #AP49457022 IDC MarketScape IDC MarketScape: Asia/Pacific Customer Data Platform 2023 Vendor Assessment Lawrence Cheok Daniel-Zoe Jimenez Lavanya Jindal Cynthia LiIDC MARKETSCAPE FIGURE FIGURE 1 IDC MarketScape: Asia/Pacific (Including Japan) Customer Data Platforms 2023 Vendor Assessment Note: The revenue used is from 2021. Source: IDC, 2023 ©2023 IDC #AP49457022 2 Please see the Appendix for detailed methodology, market definition, and scoring criteria. IN THIS EXCERPT The content for this excerpt was taken directly from IDC MarketScape: Asia/Pacific Customer Data Platform 2023 Vendor Assessment (Doc # AP49457022). All or parts of the following sections are included in this excerpt: IDC Opinion, IDC MarketScape Vendor Inclusion Criteria, Essential Guidance, Vendor Summary Profile, Appendix and Learn More. Also included is Figure 1. IDC OPINION Digital Businesses Are Using Digital-First Customer Experience to Compete Asia/Pacific (including Japan) (APJ) is undergoing a new phase of digital transformation (DX), with organizations using digital technology to compete in today's fast-paced landscape. By 2027, Asia/Pacific CEOs expect to increase their digital revenue share to an average of 43%, up from 26% in 2022. After the COVID-19 pandemic, organizations unanimously agreed on the value of digital technologies in business. IDC's research shows that between 2021 and 2022, organizations achieved business improvements of 25% in customer satisfaction and 23% in revenue because of their digital investments. As such, IDC's 2022 Future Enterprise Resiliency and Spending (FERS) Survey, Wave 12, shows that 87% of organizations have adopted digital-first strategies and are in various stages of transformation to become digital businesses. One aspect of becoming a digital business is to use digital technology to compete through digital products, services, and experiences. Despite recessionary headwinds, APJ organizations continue to focus on their customers, ranking customer satisfaction as the second top business priority after operational efficiency. Similarly, customer experience (CX) professionals are investing efforts to strengthen customer relationships and keep up with customer shifts toward digital-first behaviors. IDC's 2022 Future of Customer Experience Survey shows that top CX priorities include initiatives to improve key customer metrics and reduce customer pain points learned from customer insights. Underlying these priorities is using customer data to improve the experience and strengthen the relationship through digital interactions. These efforts speak to how organizations are using digital-first experiences to compete. Customer Data Platforms Are the Foundation for Digital-First CX To use experience as a competitive differentiator, organizations must master customer data. Today, digital-first customers want contextualized conversations, frictionless journeys, intelligent experiences, and ultimately, the creation of truste