Life is betting on experiences.

Since 2017, I have been honored to be part of the CCAM community. I've watched it evolve from service metrics to experience magic. Now in its 25th year, CCAM is writing its boldest chapter yet – launching CX Malaysia. It's a declaration that excellence isn't just about managing contact centers anymore. It's about orchestrating moments that matter.

Now, Contact Centre Association of Malaysia (Official) and Twimbit, in partnership with Malaysia Digital Economy Corporation (MDEC) have benchmarked 100 companies across four battlegrounds: customer service, digital experience, brand experience, and employee experience. It's the tight execution across these four battlegrounds that helps yield a great experience. The aggregate scores across the 100 companies helped us curate a national CX Index.

At the CX Summit 2024, we dropped truth bombs about Malaysia's customer experience landscape. The verdict? A CX Index of 3.61. Not a participation trophy, not excellence – but the beginning of something big.

When Taylor Swift generates more economic impact than some countries, it's not because she has better vocals. It's because she orchestrates experiences that make memories. She tells stories. She builds a community around her fans.

Malaysian companies? They have got the raw ingredients – multicultural understanding, natural warmth, digital capability. They just need to stop thinking about service and start thinking about magic.

Here's the thing about CX practitioners: we're all accidents. None of us left university dreaming about journey maps or experience design. Yet here we are, shaping how millions interact with businesses daily. Imagine if we actually trained for this. Imagine if we built this into our DNA from day one.

The numbers don't lie. Our digital commerce leaders are hitting 4.0+, showing what's possible when you stop thinking about transactions and start creating memories. The gap between best and rest? That's your next competitive advantage.  

The CCAM Council, President - Vigneswaran Sivalingam, and Datuk Ts. Fadzli Abdul Wahit from MDeC aren't just launching a report – they're igniting a movement. The CX Stars framework isn't another corporate metric. It's your roadmap from good to exceptional.

The next generation won't accidentally stumble into CX excellence. They'll be built for it. Trained for it. Ready for it.

Life is betting on experiences. And Malaysia's chips are on the table. Stay tuned for more insights as we unpack the findings in upcoming blogs.