The Customer Experience Edge: Technology and Techniques for Delivering an Enduring, Profitable and Positive Experience to Your Customers

CHAPTER 12Emerging Economies: Exporting a Profitable Customer Experience

A large percentage of consumers in emerging markets report their customer service expectations are now higher than they were five years ago and even just one year ago.

—ACCENTURE, 2010

THE EYES OF THE BUSINESS WORLD are on emerging markets. Companies in mature markets are looking to emerging economies for growth opportunities, while those in emerging markets are seeking to attain the status of global players. In either case, the customer experience edge, driven by the smart use of technology, is a major factor in whether success is attainable.

For businesses in mature markets, the attraction of emerging economies is clear. After weathering the global recession better than ...