Summary
Customer experience leaders across Southeast Asia are re-examining whether long-standing CX success metrics still hold up in a digital-first environment. As service delivery shifts from call centres and branches to apps, chatbots and self-service portals, the yardsticks built for an analogue era struggle to capture what actually matters to today's customers.
This session brings together senior CXOs from banking, telecom and other consumer-facing industries to unpack how the rapid move to digital customer experience is straining existing infrastructure and usability assumptions. Business and technology leaders are grappling with how to prepare their teams, platforms and support models for a customer base that expects seamless, always-on service.
Three connected questions run through the session: who within an organisation should own and orchestrate customer experience, what trade-offs come with different ownership models spanning centralised CX teams versus distributed accountability across product, marketing and operations, and which indicators genuinely reflect customer sentiment and business impact in a digital-first journey.
Attendees get a candid, peer-driven exchange of ideas, priorities and best practices from CX practitioners navigating similar transformation pressures across Southeast Asia, rather than a one-way presentation of theory.
What are the right measures of customer experience success now that customer journeys have moved almost entirely online?
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