2026年的客户体验：亚太地区从业者需要了解的趋势

The trends APAC practitioners need to know Insights for practitioners on the Asia-Pacific region, based on research conducted by CX Network, NiCE and Forrester INSIDE About the respondentspage 2Forewordpage 3 SECTION 1About the respondentspage 4 A snapshot of CX in the Asia-Pacific region How CX is investing for 2026page 7SECTION 2How CX is investing for 2026page 14 SECTION 3 Seizing opportunities, breaking barriers: CX in 2026page 10SECTION 3Seizing opportunities, breaking barriers: CX in 2026page 18 Conclusion: AI will dominate trends and investments, but experience will drive growthpage 13Conclusion: AI will dominate trends and investments, but experience will drive growthpage 23 About NiCEpage 14About NiCEpage 25 About CX Networkpage 15About CX Networkpage 26 Foreword In 2026, CX in APAC won’t be won on channels orheadcount, it will be won on how effectively leadersorchestrate human and AI agents on a single platform.The rise of AI-first operating models, combined withAPAC’s linguistic diversity, digital expectations, and and growing pressure to deliver value at speed, aclear pattern is emerging: CX leaders are movingfrom fragmented solutions to unified AI platforms thatconnect data, intelligence, and action in real time. This This report synthesizes that research and overlays itwith insights from leaders at GXS Bank, Super RetailGroup, John Holland Group, Cigna Healthcare, Regional What emerges is a clear message: AI will define the nextera of CX, but experience will define who wins. APAC organizations that embrace connectedintelligence, AI-first engagement, and unified platformswill meet rising expectations by scaling personalization,accelerating decision-making, and creating experiences To understand how APAC practitioners are navigatingthis transition,CX Networkpartnered with NiCE toconduct a region-wide study during October and As organizations across APAC confront fast-changingcustomer expectations, aging on-premise systems, The strategic priorities and emerging trends Where organizations stand on the journey from For CX leaders, the question is no longer whetherto invest in AI, but whether their data, systems,and operating model are ready to turn that AI into The capabilities practitioners view as essentialfor 2026 The barriers slowing innovation, including data,AI literacy, budgets, culture, and how the most is intended for use as both a benchmark and a roadmapfor leaders seeking to understand where they are todayand how they can move confidently into an AI-first 2026. About the respondents This Research Report is based on the findings from aCX Networksurvey completed by 107CX Networkmembers across the Asia-Pacific region, including C-suite executives, SVP-level decision makers, analysts, Their responses provide our wider community with a benchmark by which they can compare their experiences To contextualize the findings in the report, this section details the locations, departments, seniority and jobfunctions of the survey respondents. Please note that due to rounding throughout this report, some figures may About the respondents “There is a serious focus on AI and automation here in the APAC region,in both the public and private sectors, and that’s the future of CX.”Mark Harington, vice president of solutions engineering, international, for NiCE About the respondents A snapshot of CX in the Asia-Pacific region percent), and real-time analytics and customer journeyintelligence (14 percent, see Figure 5 on page 9). Between October and November 2025,CX Networkpartnered with NiCE to establish what is driving CX acrossthe Asia-Pacific region and how CX practitioners from The results demonstrate a clear emphasis on artificialintelligence (AI), with focus distributed across multiplecapabilities. The findings align with those published byNiCE in its report 2026 CX Trends, which presented 10strategic insights it believes will set the pace for CX in As part of the research, the practitioners were askedto select one trend they believe will have the biggestimpact on CX in 2026, from a list of nine choices. The mostselected responses were generative AI and AI-powered A snapshot of CX in the Asia-Pacific region According to the report, this means practitioners mustdesign customer journeys that start with AI, not menusor hold times. “Use conversational and agentic AI toproactively engage, personalize at scale, and adapt in where an organization can improve, and how AI andautomation can be further refined. Due to the culturaland linguistic diversity of the Asia-Pacific region, the However, using data in this way requires orchestration andgovernance with a clearly defined operating model. Yvette Mihellic, MBA, GAICD, CCXP, director of CXat John Holland and aCX NetworkAdvisory Boardmember, says both generative and agentic AI empowerorganizations to “anticipate customer needs, automate In all of this, ethics, transparency, and the avoidance ofbias should remain central