When we conducted the CX Stars benchmarking for Malaysia last year, we identified three structural pillars essential for elevating Malaysia as a leader in customer experience (CX). One of these pillars is leveraging cultural advantage but what exactly does this mean, and how can we achieve it?  

With customer expectations are constantly evolving, understanding and integrating cultural nuances into CX strategies can be a game-changer. Malaysia, with its rich tapestry of cultures, languages, and traditions, is uniquely positioned to harness this advantage. By tapping into the diverse cultural landscape, businesses can create more personalised and meaningful experiences that resonate deeply with their audience.

Understanding the cultural fabric

Culture is deeply intertwined with our daily lives, extending beyond shared beliefs, values, and behaviours. It encompasses language, ideas, knowledge, skills, traditions, rituals, and more. At the heart of every culture are values - Our fundamental beliefs and principles that guide us through life. These values shape our perceptions, influence our decisions, and drive our interactions with the world around us.  

Leveraging our cultural advantage for a richer CX across the nation requires understanding the role culture plays in shaping customer expectations and experiences. Culture influences how customers perceive brands, interact with products, and respond to services. Tapping into cultures enable businesses to create hyper-personalised and meaningful experiences that resonate with their audience, and forge stronger connections.

Studying cultural integration through Malaysia Airlines

A prime example of a company that successfully leverages culture is Malaysia Airlines (MAS). The airline coined the term "Malaysian Hospitality," which is deeply embedded in its brand identity and customer service approach. More than just a moniker, Malaysian Hospitality reflects the warmth of Malaysia’s people and the beauty of its national character and culture. It defines MAS not only as an airline but as a representation of the nation itself.  

Through initiatives like "This is Malaysian Hospitality," "We call it Malaysian Hospitality," and "Malaysian Hospitality Begins with Us," MAS brings the spirit of Malaysian Hospitality to life. These campaigns highlight how this ethos is ingrained in the airline's operations, coming naturally from Malaysia's heritage and traditions. By integrating cultural elements into their service, Malaysia Airlines not only enhances the travel experience but also strengthens its brand loyalty among customers. Their signature greeting to Malaysian passengers, "And to Malaysians, welcome home," evokes a sense of belonging and pride, further solidifying their commitment to cultural integration.

Practical steps to harness cultural advantage

1. Embrace local traditions and practices: Incorporate local customs and traditions into your CX strategy. This could involve celebrating cultural festivals, using local languages in communication, or integrating traditional design elements into your products and services.

2. Foster inclusivity and diversity: Recognise and celebrate the diverse cultural backgrounds of your customers. Create an inclusive environment where everyone feels valued and respected. This can be achieved through diverse representation in marketing campaigns and offering products that cater to different cultural preferences.

3. Engage with the community: Build strong relationships with local communities by actively participating in cultural events and supporting local causes. This not only enhances brand loyalty but also demonstrates a genuine commitment to the community's well-being.
   

Nations leveraging their rich cultural heritage are setting its businesses up for success, as businesses can create a unique and compelling CX that sets them apart in the competitive landscape. Embracing cultural advantage is not just about acknowledging diversity; it's about celebrating it and using it as a strategic asset to drive CX excellence.