The State Of CRM In Asia Pacific: Transforming Customer Experience

Published on 10 Oct 2023

State of CRM

In August 2021, a study commissioned by Salesforce looked into how businesses in Asia Pacific (APAC) use Customer Relationship Management (CRM) systems. The study revealed some essential insights about how these systems impact customer experiences and business profits.

The Link Between Customer Experience and Profits:

In business, the "bottom line" refers to the final profit a company makes after considering all its expenses and revenues. Simply put, it's the money a business earns. The study found that delivering a great customer experience (CX) directly affects a company's bottom line. When customers have a good experience, they tend to stick around, spend more money, and tell others about the business.

Shared CRM Systems Enhance CX:

Imagine if everyone in a company used the same tool to understand their customers. That's what a shared CRM system does. It helps all teams in a company provide consistent and effective customer experiences. The study discovered that when all teams use the same CRM system, they can access valuable customer data easily, leading to better customer experiences.

CRM Systems Benefit Employees:

Employees in APAC find CRM systems helpful. They believe that having an effective CRM system that all teams use would improve customer interactions, increase sales, and create more value for their organizations. This means that CRM systems not only benefit customers but also make employees' jobs easier.

The Role of AI and Automation:

As technology advances, businesses are looking to integrate artificial intelligence (AI) into their CRM systems. AI can help make customer experiences more personalized, and employees believe it can improve their work too. Automation, another tech tool, is also becoming more important. It allows businesses to automate repetitive tasks, freeing up employees to focus on more important work.

Challenges Amid Remote Work:

The COVID-19 pandemic reshaped business operations. With more people working from home, companies face challenges. One significant issue was maintaining good customer engagement. Another challenge was making sure employees could access CRM systems while working remotely. In APAC, over half of the executives in the study reported difficulties in keeping customer engagement levels high because their CRM systems weren't well-integrated and accessible.

Using CRM for Consistency:

Many businesses in APAC use CRM systems mainly for basic transactions. They have yet to fully embrace more advanced features. For these systems to work effectively, different tools and data sources must come together to create a complete view of customers. This helps improve customer experiences.

The Need for Employee Training:

While CRM systems can be powerful tools, employees need proper training to use them effectively. When employees understand how to use CRM systems well, they can provide better customer experiences. Ensuring all teams understand and use CRM systems effectively is crucial.

AI-Powered Automation Is Rising:

Businesses in APAC are increasingly using AI to make their processes smarter. AI can help employees do their jobs better by providing insights and recommendations. Many businesses are also planning to expand their use of AI and automation in the coming years.


In the business world, delivering great customer experiences isn't just a feel-good concept. It directly impacts a company's profits. In APAC, businesses are using CRM systems to improve these experiences. They are also looking to the future by embracing AI and automation. However, challenges like remote work and the need for better training still exist. Businesses that tackle these challenges head-on can expect to deliver better customer experiences and increase their profits.


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