Empathy and internal culture change should be critical drivers of the customer experience (CX) for companies in Asia, and be coupled with more tech-focused innovations, according to a study by software company Zendesk.

Why it matters

The pandemic has dramatically changed customer behaviour and made it even more important for businesses to understand their customers, especially as half of consumers surveyed by Zendesk say they will switch to the competition after just one bad customer service experience.

The five trends