Recognising the need for enhanced customer experience standards, the Contact Centre Association of Malaysia (CCAM) launched CX Malaysia in November 2024 as a strategic initiative. This initiative is designed to create a collaborative environment for CX industry players, providing a platform to share insights, best practices, and drive sustainable improvements in customer experience.

Building on this foundational effort, CX Malaysia, in partnership with Twimbit and MDEC, embarked on an ambitious project—the "CX Stars Malaysia 2024" benchmarking program. This initiative signifies a critical progression towards setting realised standards and fostering collective growth in customer experience excellence. The culmination of this collaborative effort is the release of the inaugural "State of CX Malaysia 2024" report. This pioneering study, utilising the Twimbit CX Stars Methodology, evaluated over 100 brands and established a robust benchmark for CX excellence across Malaysian enterprises.

Unveiling CX excellence and transformative opportunities in Malaysia

In addressing the need for a comprehensive CX benchmark, CX Malaysia and Twimbit launched an unprecedented initiative with the "State of CX Malaysia" report. Evaluating companies across 60 parameters in digital, service, brand, and employee experiences, the study revealed a Malaysia CX Index of 3.61 out of 5.0, underscoring strong foundational progress.  

Leading sectors, including digital e-commerce, digital banking, and property development, with frontrunners like Petronas, Shopee, and Grab, have set new benchmarks for excellence. Other top performers such as DHL, FedEx, AIA Malaysia, and Gamuda Land demonstrated significant CX achievements.

The report highlights the critical role of digital transformation, with substantial investments in AI personalisation and advanced customer engagement strategies. Vigneswaran Sivalingam, President of CCAM, emphasises, “As we advance towards the nation’s vision of a civilised, skilled, and inclusive society, excellence in customer experience becomes a necessity. Our businesses must evolve to be experience-centric in the digital age.”

Propelling Malaysia towards CX excellence

The "State of CX Malaysia 2024" report not only established a baseline for CX but also charted Vision 2030, outlining future opportunities for CX leadership. Emphasised focus areas include AI integration, enhanced personalisation, and employee experience as crucial drivers.

Aligned with the three-year roadmap of the CX Stars programme, CX Malaysia plans to host monthly roundtables to encourage best practice sharing and dialogue among leaders to further elevate CX standards. The report serves as a guiding beacon, aiding businesses in their transformative journey toward CX excellence.

Moving forward to CX excellence and innovation

The collaborative effort between CX Malaysia, Twimbit, and CCAM signifies a milestone in evolving customer experience standards in Malaysia. Supported by a structured three-year framework, the CX Stars program is poised to elevate customer experience and position Malaysia as a leader in the CX landscape. As industry players engage and collaborate, the vision of achieving CX excellence across the nation draws near, paving the way for sustained growth and exceptional customer experiences.