Frost & Sullivan will be hosting the Customer
Interaction Malaysia Summit on June 15, 2011 in Kuala Lumpur.
With the support of Gold Sponsors Interactive
Intelligence and Orange Business Services, Frost & Sullivan and various industry experts will
discuss how enterprises need to be anticipating their customers’ needs and
proactively reaching out to their customers to optimize customer experience.
In an increasingly complex environment, improving the
customer experience continues to be a top priority for businesses who want to
drive revenue and profitability. Achieving this goal is more difficult as
customers exert power in a multichannel world, companies struggle with an
explosion of data, and sustaining operational excellence becomes increasingly
more challenging.
Themed ‘Preparing
for the next decade of Customer Interaction’, the summit will discuss trends,
technologies and strategies that intelligent leaders are approaching to address
customers’ multi-channel environments by understanding customer profiles and
behaviour.
Achieving and sustaining greater customer loyalty
requires new operating models that embed this ‘new intelligence’ to ensure
their people, processes, infrastructure, and governance drive optimal customer
interactions.
The changing demographics and the emerging importance of
a new generation, Generation Y, should not be taken lightly. Frost &
Sullivan’s Mega Trends research has shown that the Gen Y population will
account for 33 percent of global population by 2020 which amounts to 2.56 billion
people and 42 percent of that figure will be from Asia Pacific,” said Shivanu
Shukla, associate director at Frost & Sullivan.
Gen Y’s consumption patterns and preferences vary greatly
from other demographic segments; Gen Y is accustomed to products and services
that are highly personalized and prefers to communicate in a broadcast than a
one-on-one mode, as proven by the success of Twitter and Facebook.
Organizations will have to dedicate teams to manage their communication through
social media. Gen Y is also demanding, impatient and global i.e. Gen Y expects
immediate solutions and is good at multitasking, with an overall faster pace.
While Gen Y is highly impatient, it is also used to
self-service. Gen Y looks to social media to help shape its consumer decisions,
looking to members of an online community for help and recommendations. Thus, a
negative comment has the potential to influence thousands, if not millions, of
consumer opinions. Companies will have to address negative situations
immediately or face the possibility of long term damage,” Shukla added.
