White Paper

Report: CX Champions of Asia Pacific

Published November 5, 2020
Last updated November 13, 2020

Delivering a great customer experience (CX) is among many business leaders' top priorities, but it's hard to know where to devote time and resources to make it happen. To help businesses plan accordingly, Zendesk partnered with ESG Research to build a framework around CX maturity and CX success. The findings for companies based in the Asia-Pacific region are summarized in this report: CX Champions: How CX Leaders Who Raise Their Game Are Driving Business Success.

After interviewing CX leaders from all over the world, ESG identified three levels of CX maturity: the Champions, the Risers, and the Starters. Respectively, those are: businesses that already have an excellent CX operation, businesses that are steadily gaining ground, and businesses that risk falling behind if they stay on their current path. This report is based on survey data from 250 companies based in Australia, India, Japan, and Singapore.

Learn more about how CX is shaping up in APAC

  1. The Asia Pacific region lags the rest of the world in terms of maturity, where 27% of surveyed organizations were Champions, 34% were Risers, and 39% were Starters.

  2. Champions are 3.6x more likely than Starters to not experience turnover issues in their customer service function.

  3. Agents at Champion organizations are 2.3x more productive than those at Starters.