By Nirek Panditha, Eric Khaw, Aileen Anthony
Centred on the theme “Customer Experience: Reimagining a New World”, the summit underscored how CX has evolved from a business strategy into a core business model—one that defines brand loyalty, drives growth, and shapes long-term success.
CCAM President, Vigneswaran Sivalingam shared how a modest gathering in November 2015 has grown into a national movement for CX excellence, acknowledging the diverse audience in the room, those returning as part of a long-standing community, those seeking new ideas and best practices, and those entering the CX space for the first time.
“Organising the meet in November has always been intentional. It’s a time when we conclude our annual plans and look to the Summit for the inspiration, clarity, and practical pathways needed to execute transformation in the year ahead,” said Vig.
He then rooted the Summit’s theme—Reimagining a New World—in the realities of the last five years, a period he described as the “fastest-changing chapter in our working lives”. From pandemic disruptions to the relentless acceleration of digital and AI, Vig emphasised that CX leaders must now look further than the present moment and begin shaping what customer experience could look like by 2030.
This year’s Summit, he shared, was curated precisely to help leaders make that leap, bringing together thought leaders, curated conversations, and more than 30 technology partners to showcase innovations aligned with real needs.
Vig also highlighted the structural evolution of Malaysia’s CX ecosystem, sharing that the decade-long movement has now formalised into CX Malaysia under the CCAM umbrella. This year marks a turning point in elevating CX as an economic pillar of the digital economy—one defined not just by technology but by trust, empathy, and human value.
CX as the Heart of Business Transformation
Manoj Menon, Founder and CEO of Twimbit presented how customer experience has emerged as a key brand differentiator, influencing how consumers perceive value and make decisions. Across Asia-Pacific, organisations are moving beyond transactional service models to embrace experience-driven strategies that integrate brand, product, channel, and service.
“Customer experience is no longer a function—it’s the growth transformation pathway for modern organisations,” said Menon, highlighting the Malaysia CX Index 2025, which recorded a national improvement from 3.61 in 2024 to 3.78 this year. The results reflect growing CX maturity in Malaysia, with more companies aligning people, processes, and technology to deliver seamless, human-centred experiences.
A highlight of the summit was the return of Shep Hyken, New York Times Best-Selling Author and Chief Amazement Officer of Shepard Presentations LLC, who delivered his keynote on “Creating Customer Amazement in a Digital World.”
Consistency, empathy, and convenience
Hyken emphasised that while AI and automation are transforming support systems, true customer amazement still depends on consistency, empathy, and convenience.
“A brand is a promise delivered. Every interaction must reinforce that promise,” Hyken said. “Respect your customers’ time, make every engagement effortless, and balance technology with the human touch.”
Hyken opened by grounding the audience in current customer experience realities drawn from his annual research. “59% of customers will pay more for a great experience”, he noted, adding that this number continues to rise. Yet the risks are equally sharp with 78% of customers leaving because they don’t like the way they were treated, regardless of industry, from retail to government services.
In his words, “Rudeness and apathy have no place in the experiences that we create”.
He reinforced one of his signature principles, that a brand is not just a brand, but a promise, consistently delivered. Each employee becomes the “CEO of the moment” he said, explaining that every interaction forms an impression that shapes trust, loyalty and reputation. Consistency in these interactions, Hyken stressed, is the backbone of what he refers to as “amazement”, or creating excellent customer experience.
The “Customer Confidence Score”, Hyken introduced, is a new metric measuring how experience impacts trust—where 83% of customers reported greater confidence in companies delivering exceptional service urging organisations to:
- T – Timely: Respond quickly; delays erode trust.
- I – Individualised: Make efficiency personal and anticipate needs.
- M – Minimal Effort: Reduce friction in every process.
- E – Efficiency: Resolve issues in one interaction—technology should accelerate, not complicate.
“Convenience,” Hyken added, “is the new battleground for loyalty. 70% of consumers will pay more for a seamless experience, and 62% prioritise convenience over friendliness.” In essence, today’s consumers prefer seamlessness over friendliness, but combining both is where true “amazement” can happen.
Using familiar examples, from Uber’s frictionless ride experience to the hotel minibar with exorbitant prices, because it’s simply “right there”. Hyken illustrated how consumers reward companies that remove obstacles from everyday interactions. “They’re not paying for the Pepsi” he quipped, “They’re paying for the convenience”.
Across all his insights, Hyken returned to one central truth: that the amazement he describes is not about grand gestures. But instead it is about being just a little better than average, every time for every customer. For businesses navigating customer experience amid digital transformation, this blend of consistency, trust-building and convenience could be the most valuable competitive edge of all.
AI and the Human Equation
Discussions at the summit reflected a shared sentiment: AI should empower, not replace, human connection. While 52% of customers believe AI tools have improved speed and efficiency, 68% still prefer human interaction for reassurance and empathy.
“AI must stand for ‘Amazing Interactions’,” Hyken quipped. “Technology delivers scale, but humanity delivers loyalty.”
The Future of CX Evolution
Marking its 10th anniversary, the CX Summit 2025 celebrated a decade of progress in the region’s experience economy. Key highlights included: The launch of the National CX Index, setting new benchmarks for Malaysia’s CX performance. The unveiling of the State of CX Report 2025, offering insights into emerging customer trends. Expert-led panel discussions and networking sessions connecting industry pioneers and decision-makers. The Digital CX Marketplace, showcasing AI-powered solutions and experience design innovations.
