One in five (19%) organisations in the Asia Pacific region said that CX is the most exciting opportunity for 2020. Although CX is on the rise, this figure is still lower than the rest of the world. However, many APAC companies are increasing their efforts and focusing on customer experience as a way to stand out from competitors and improve marketing performance. But when it comes to the roll-out of CX, there are differences between the key countries. For instance, Australia and New Zealand rank highest for prioritising customer journey management. Businesses here are excelling at delivering better products and services across multiple touchpoints. India is similar, except they are also connecting the off-line and online experience. Meanwhile, China is taking a very different approach. Here, businesses are attempting to stand out through better design. Only 8% said that CX is a top priority. This could be down to a lack of trust in the quality of goods, which is leading to a ‘branding game’ between businesses. To sum up, there’s a clear split between Australia/New Zealand, who are prioritising the customer journey; and India/China, who are catering to a large population and relatively poor fixed-line broadband service with a focus on mobile and video.