2026年亚太地区客户体验状况

The trends, spending plans, and customer behavioursdriving CX across the Asia-Pacific region in 2026 INSIDE Contents Foreword & About the research3 Understanding the customer of 202619 Investing in CX in 202612 In Numbers:Annual budgets forCX management solutionsHow practitioners plan to investtheir CX budgetHow practitioners are investing toleverage the latest trendsAI investment falls topractitionersThe importance of investing indataHow to invest wisely in the currenttrading environment131415161718 In Numbers:The customer behavioursshaping CX planningCustomers are increasingly AI literateThe trifecta of modern loyalty: Privacy,data use, and data securityWhat’s influencing customers?Connecting with the customer of 20262021222324 About the respondents4 Trends The trends shaping CX to 20307 In Numbers:The top CX trendsCX has new foundationsHow Suncorp Bank transitionedfrom digitally enabled todigital-firstThe new rules of discoverability891011 ConclusionAbout CX Asia WeekAbout CX Network252627 Foreword & About the Research members over December 2025 and January 2026.This year, the survey was completed by 119 CXpractitioners, service leaders, experience designers,analysts, authors, and consultants across the Asia- Shaped by new technologies, new customerbehaviour and age-old challenges, CX haschanged drastically since the start of this decade.However, the last 12 months have seen externalforces – from Big Tech to regional regulators –start to reshape what CX means and what it iscapable of, accelerating change and forcing newways of working. Pacific region. With the response data as a guide,this report establishes what is happening in CX in2026 and explains how organisations can adapt,invest, and strategise for success. Trends From consumer AI use to the regulations aroundAI use and governance, these forces are changingbrand customer relationships, loyalty, journeys, andservice. They have fundamentally shifted the balanceof power between consumers and brands, andthey’re placing new responsibility on CX leaders toensure their organisations are agile enough to seizeon new opportunities while being resilient enough tosurvive change. Investments Taken together, these developments point to aseminal year ahead for CX. Customers The state of CX in APAC 2026presents the latesttrends, investment priorities, and customer behavioursthat are driving the work of CX practitioners across theAPAC region in 2026. The findings in this report are taken from CXNetwork’s annual survey, completed by network Conclusion About the respondents Figure 2 To contextualize the findings cited inCX Horizons:The State of CX in 2026, this section details the locations,departments, seniority and job function of the surveyrespondents. Please note that due to rounding, some figuresmay not total 100 percent. Which title best describes your current role? An industry analyst, researcher,commentator, author/blogger A customer experience, service,insight, digital, data, AI or marketingpractitioner Figure 3 In which functions/ departments do you sit? About the respondents THE TRENDSSHAPING CXTO 2030 INSIDE IN NUMBERS: The top CX trendsCX has new foundationsHow Suncorp Bank enhanced digital CXThe new rules of discoverability The trends shaping CX to 2030 We asked our network members to select threetrends changing their work to 2030, from a listof more than 25 choices. Figure 5 Top 10 CX trends in APAC to 2030 Data analytics and utilisation “Shifting customer expectationsin APAC and globally havefundamentally changed theCX landscape.”Heng Zheng, director of customerexperience for Asia at Microsoft CX has new foundations About We asked survey respondents to select the three trendsthey believe will have the greatest impact on their workto 2030. From a list of more than 25 choices, the mostselected response was AI-powered technologies foroperations (35 percent of respondents) and its rankingas the top trend confirms the broad role AI plays ineverything from data analysis to customer service. Itwas followed by agentic AI and AI agents (32 percent),and automation (26 percent), highlighting the needfor practitioners to ensure all customer journeys andinteractions are efficient and effective. customers fast, doityourself solutions whilereducing pressure on frontline teams. This allowshuman employees to focus on complex issues,empathydriven conversations and highervalueproblemsolving. In this way, AI doesn’t replace people— it scales human impact. Together, these businessand social dynamics have paved the way for AIledCX innovation to flourish now and into 2030.” these results: : customers’ desire for autonomy andbusinesses’ demand for scalable service. On the customer side, Zheng explains: “Shiftingcustomer expectations in APAC and globallyhave fundamentally changed the CX landscape.Today’s customers — accustomed to instantanswers and personalised digital services — preferto solve problems on their own terms. This