The Future of Customer Experience in Asia

The customer experience in Asia is shifting as empathy integrates with intelligence. Consumers desire fast, personalised interactions with a human touch, while CX leaders leverage AI to meet these expectations. The “Future of CX in Asia 2025” report reveals a region in transition, focusing on digital self-service, AI, and agent augmentation. Based on surveys of 120 CX leaders and 1,400 consumers across seven Asian markets (Hong Kong, Singapore, Thailand, Malaysia, Indonesia, the Philippines, and Taiwan), this research identifies five major themes:

1. Service Priorities and Expectations
2. Channel Preferences and Pain Points
3. AI Perceptions in CX
4. Consumer vs. CX Leader Alignment
5. Investment Priorities