This matters because service is now directly tied to revenue protection. Consumers surveyed for the report say their perception of a company is shaped by the service it provides (79%), and that customer experience should be much better than it is today (83%).
Economic strain is forcing companies across Asia Pacific (Apac) to run leaner customer service operations just as artificial intelligence (AI) raises the bar for what “good” looks like, according to Zendesk’s 2026 Customer Experience Trends Report for Asia-Pacific.
The majority (84%) of customer experience (CX) leaders in the region say the economic climate has affected at least one part of their service operations, from rising inquiry volumes to higher costs and staffing pressure. 35% report more customer inquiries, while 92% say customer behaviour has shifted as households become more price-sensitive and cautious about spending.
