It is so critical these days, that every business has become a digital business. Consumers have experienced personalized services from brands in other countries. Businesses can compete if they start by leveraging technologies and data. Traditionally SMEs are locked out of access and not able to compete due to budget or skills. Digital commerce, eCommerce, and social commerce are shaping today’s media and business landscape. SMEs are facing steep competition, threats, and opportunities through cross-region selling, coupled with Asian consumers’ behavior of online and offline touchpoints before making a purchase. We are seeing a new age generation’s user purchase preference towards social media messages or chats as part of their inquiry and consideration approach. Businesses are struggling without digital tools to manage and build sustainable business models that create positive customer retention and experiences. Chat commerce enables online businesses to sell their products and services through chat apps like WhatsApp and Instagram giving customers a personalized digital sales experience. The pandemic has fuelled messaging apps to be the medium for personal or commerce to interact with each other. More than 30 communication channels result in a polarised and scattered database. Hence, with the lack of data transparency, online businesses in Southeast Asia have bigger shoes to fill amidst their competition. This includes language processing, deciphering customer sentiments, and automating predictive replies to expand local businesses out of its region. RYCH omnichannel cloud application is vital to holistic customer relation management which consists of the overall purchase process and engagement. Consumers are not afraid to explore alternatives that result in a change in product and brand in this present time. An omnichannel application will become the key driver in consumer decision-making and predictive analytics will be the future of Customer Experience.
