Digital CX: The inevitable customer service shift for APAC

Vivien Ang

As the COVID-19 pandemic becomes endemic, customer experience (CX) has become more important than ever for companies.

Organisations have made digitisation mission-critical in the last 12 months but there is one outlier to this trend – customer service (CS) or the larger-in-focus customer experience (CX).

For many, the events of last year exposed gaps in business capabilities that are closely related to customer engagement. As it stands, businesses across Asia are currently facing enormous pressure to deliver great a CX journey. Unfortunately, this also comes at a time when CX is more important than ever, as the pandemic becomes endemic.

The need to innovate, ensure business continuity and be able to deal with the new normal has...

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