Customer-centricity stood out as a key concern at the recent MRMW APAC market research conference in Singapore.

“As a marketer, more and more I am being asked by my organisation to look at the entire customer experience that our brand is bringing to the table,” said Ajay Mohan, Intel marketing director for CCG in Asia Pacific and Japan.

Citing past Forrester research that found customer experience leaders to outperform competition that fare poorly in this area, he noted that “customer-centric organisations are seeing 22% higher uptake than companies who are not customer-centric”.

For Singapore-based insurance company NTUC Income, being customer-centric is about resonating with customers on an emotional level.

“This is the human aspect of retail,” said Julia Lin, head of consumer insights at NTUC Income’s digital transformation office.

“Emotional needs-connected customers bring in more revenue, therefore it’s more important for us to understand customers’ emotional needs, and connect with customers at an emotional level.”