Twimbit proudly presents the latest edition of the CX Stars Asia 2024! A program with a clear and ambitious threefold objective:

1. Identify Leading CX Stars: Recognising organisations at the forefront of exceptional CX.
2. Measure CX progress: Enabling companies to track their current CX performance.
3. Foster best practices: Promoting the adoption of industry-leading CX approaches.

Through this initiative, Twimbit aims to spotlight exemplary businesses and inspire others to maintain their dedication to customer-centricity, a crucial element for enduring success.

For a comprehensive understanding of our benchmarking methodology and to see our progress, we invite you to review our previous report.

Disclaimer

In this year’s comprehensive benchmarking exercise, we have expanded our scope significantly. The benchmarking was conducted through secondary research, focusing on companies that meet specific criteria: they must be publicly listed, possess publicly accessible information, and demonstrate substantial revenue relative to their peers.

Twimbit has enhanced the benchmarking parameters from the previous year, increasing the criteria from 20 to over 60. This expansion allows for a more nuanced and detailed analysis. Additionally, this year’s benchmarking includes a broader range of countries, which is expected to significantly impact the average Customer Experience (CX) star scoring and the rankings of these countries.

This report aims to provide a more thorough and insightful evaluation of the companies and countries involved, reflecting the dynamic and evolving landscape of the industry.

Overview of findings

In our most recent assessment, Twimbit benchmarked over 200 companies across 8 countries.

This extensive evaluation revealed that 34 companies have achieved Advanced CX Mastery, demonstrating a high level of expertise in customer experience.

Additionally, 195 companies have shown Proficient CX Mastery, indicating strong capabilities in delivering quality customer experiences.

• A significant development is Indonesia’s rise, overtaking India to achieve the highest CX Star rating.

The top three countries maintaining leadership in high CX Star ratings are Indonesia, India, and Singapore, reflecting their consistent commitment to excellence in customer experience.

Industry-level analysis

The 2024 benchmarking of CX Stars Malaysia has allowed Twimbit to expand its coverage to a broader range of industries. This expansion includes new sectors such as logistics, healthcare, and energy and utilities, reflecting the diverse landscape of industries now prioritising CX.

• Digital e-commerce continues to lead the charge in CX excellence, consistent with last year’s findings.

The Banking, Telco, and Travel & Hospitality industries remain strong performers in CX, while Digital Banking and Insurance have emerged as new high-performing contenders, achieving impressive CX Star ratings.

Best practices for Digital Experience

All-in-One platforms:
Superapps like Grab and Jio consolidate multiple services (mobility, payments, insurance, entertainment, shopping) into a single, seamless digital experience.

AI-driven personalisation:
Companies like Shopee, Grab, and Jio leverage advanced AI and machine learning to analyse user behaviour, preferences, and transaction history. This enables real-time, hyper-personalised recommendations for products, services, and offers, ensuring each user receives content and deals most relevant to them.

Voice & conversational AI:
Integration of voice assistants (e.g., ICICI Bank, Jio’s Hello Jio, Grab’s OpenAI partnership) and AI chatbots for support, navigation, and accessibility.

AR/VR & Advanced analytics:
Use of AR for product visualisation (BliBli), VR for immersive shopping (Shopee), and predictive analytics for logistics and customer service (FedEx).

Best practices for Service Experience

24/7 accessibility:
Service is available round-the-clock via multiple channels such as call centres, live chat, WhatsApp, social media, and AI-powered chatbots (e.g., Singapore Airlines, Taj Hotels, Jio, ICICI Lombard, BliBli, Grab).

AI chatbots and virtual assistants:
Advanced AI chatbots (e.g., Singapore Airlines’ Kris, Union Bank’s Rafa, Grab’s OpenAI-powered bots) provides instant, human-like assistance for common queries, transactions, and troubleshooting. These bots escalate complex issues to live agents, ensuring quick and accurate resolution.

Predictive analytics for proactive service:
Platforms like FedEx, Jio, and BliBli leverage predictive analytics to anticipate customer needs, resolve issues before they escalate, and optimise staffing. For example, FedEx uses AI to predict delivery delays and proactively notify customers, while Jio uses analytics to optimise network performance and customer experience.

Best practices for Brand Experience

Customer experience is the foundation of brand differentiation:
Taj Hotels delivers emotionally resonant, personalised service at every touchpoint, Touch ‘n Go puts CX at its core by prioritising secure, convenient digital transactions, and evolving features, while ICICI Lombard and ICICI Bank embed CX in their strategy with seamless onboarding, transparent communication, and robust digital security.

Community engagement and rewards:
Brands like Grab and Touch ‘n Go foster loyalty through community initiatives, gamified rewards, and active social media engagement, building advocacy and emotional connection with users.

Smart Touchpoints:
Taj Hotels deploys IHCL’S Guest Entertainment Technology for personalised guest experiences. Singapore Airlines’ unified digital-physical journey (Kris+ app, seamless booking, and in-flight shopping) delivers a holistic brand experience.

Best practices for Employee Experience

Structured & continuous learning:
Extensive upskilling is prioritised through large-scale, blended training programs and on-the-job and peer learning at passenger care touchpoints (Pertamina, Changi Airport Group (CAG), Krungthai AXA Life)

AI & automation: Digital transformation is accelerated by Aditya Birla Capital’s AI chatbots (Jinie, Success Bot) for HR and finance, and Anustralia and New Zealand Banking Group’s “Polli” chatbot and HR automation platforms, streamlining internal processes.

Leadership & talent development:
High-potential employees are nurtured through Blibli’s “Blibli Stars” fast-track scheme, and CAG’s “i-Fridays” and Accelerator Programme, which foster innovation and cross-team skill-building.

Employee recognition & engagement:
Recognition programs like CAG’s Annual Airport Celebration, Blibli’s “Blibli Stars,” and TNB’s service and innovation awards motivate staff and reinforce a CX-focused culture.

Leading CX Stars in 2024

Half of the leading CX Stars from 2023 have maintained their status as leaders in 2024, showcasing their unwavering dedication to enhancing CX and ensuring customer satisfaction. These companies consistently prioritise their commitment to excellence, demonstrating a steadfast focus on making their loyal customers happy.

Conclusion

A key component of the CX Star’s success is the implementation and integration of AI technologies across all four pillars. AI has proven to be a transformative tool, streamlining processes and making interactions smoother and more efficient for both customers and employees. This integration not only enhances the overall experience but also empowers organisations to respond swiftly to customer needs and market changes.

The leading countries and companies in the CX Stars Asia 2024 have demonstrated a balanced approach by prioritising all four pillars of CX: Digital, Service, Brand, and Employee experience. By ensuring that each of these pillars receives adequate attention and investment, these organisations create a comprehensive and robust framework for delivering exceptional CX.