Terry KS The 10th CX Summit underscored the need for Malaysian organisations to balance rapid AI adoption with human empathy and trust in delivering meaningful customer experiences. The event also marked the launch of the State of CX in Malaysia Report 2025, showing significant national improvement in customer experience standards.
MALAYSIA, 26 NOVEMBER 2025 – The 10th Edition of the CX Summit, held from 11 to 12 November 2025 at One World Hotel, brought together over 600 industry leaders to explore how Malaysian organisations can harness AI technologies while keeping customer experience (CX) fundamentally human. With the theme “CX – Reimagining A New World,” the summit recorded its highest attendance yet, reflecting growing urgency among businesses to strengthen CX capabilities amid accelerating digital transformation.
Throughout the event, speakers emphasised a key message: while AI, automation and data-driven tools are reshaping service delivery, human judgment, empathy and genuine connection remain essential. Industry leaders repeatedly highlighted that although technology enables efficiency and scale, it is people who ultimately create memorable and trusted customer experiences.
A major highlight of the summit was the launch of the State of CX in Malaysia Report 2025, jointly published by CX Malaysia and Twimbit with the support of the Malaysia Digital Economy Corporation (MDEC). Malaysia remains the first country in the region to publish a national CX benchmark. The report revealed encouraging progress, with the National CX Score increasing from 3.61 in 2024 to 3.78 in 2025 — a sign of improving service excellence across industries.
In his foreword, Minister of Digital YB Gobind Singh Deo underscored the strategic importance of CX in the nation’s digital agenda, stating that customer experience has become an economic pillar driving competitiveness, innovation and inclusive growth under the Malaysia Madani framework.
Chairperson of CX Malaysia, Vig Sivalingam, noted that the expanded 2025 CX Index reflects a more comprehensive view of experience excellence across the economy, reinforcing Malaysia’s commitment to raising nationwide service standards.
The summit also introduced the CX Malaysia Global Advisory Panel, featuring international and local CX authorities such as Shep Hyken, Manoj Menon, George Aveling, Manpreet Singh (CCXP), Lau Yin May, Raymond Devadass and Michelle Liew. The panel aims to guide national CX development and support organisations in blending digital innovation with strong human-centric service culture.
At the #DigitalCX Marketplace, leading technology providers—including Genesys, NTT Data, Webex by Cisco, Zoom, Zendesk, Zoho Corp, Freshworks, Sprinklr and Alibaba Cloud—showcased cutting-edge solutions designed to enhance, rather than replace, human interaction. Many highlighted how AI-driven tools can empower customer-facing teams with improved personalisation, speed and accuracy.
The CX Summit 2025 ultimately reaffirmed Malaysia’s momentum in building a digitally advanced yet deeply human-centred CX landscape. As AI continues to reshape industries, the event emphasised that the future of customer experience lies in the intelligent integration of advanced technologies with the irreplaceable value of human understanding and trust.