Summary
Customer experience has become a boardroom priority across Asia, and tracking how companies actually perform on it requires a consistent, comparable measurement approach. A wide-ranging benchmarking exercise spanning banking, telecom, travel and hospitality, digital e-commerce, healthcare, logistics, energy and utilities, and insurance sets out to do exactly that, scoring publicly listed businesses across multiple countries against an expanded set of customer experience criteria.
The methodology behind the exercise has grown considerably from prior years, with the number of evaluation parameters more than tripling and the geographic scope widening to capture markets that were previously underrepresented. This broader lens changes how national and industry averages are calculated, making direct comparisons with earlier benchmarking cycles more nuanced than a simple year-over-year read.
Country-level shifts are a central theme, with several Southeast and South Asian markets jockeying for leadership positions in customer experience maturity, while sector-level patterns show digital-first industries continuing to set the pace and previously slower categories like insurance and digital banking emerging as new contenders worth watching.
- Digital experience best practices, including all-in-one super-app style platforms
- Newly added sectors: logistics, healthcare, and energy and utilities
- Expanded country coverage across the region
For any executive benchmarking their own organization's digital experience against regional peers, the underlying question is less about who ranks where today and more about what separates advanced customer experience mastery from merely proficient execution.
What actually separates advanced customer experience mastery from merely proficient execution?
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