TDCX, the Asian-based provider of call center and digital CX solutions, has launched a resource facility in its home base of Singapore that will leverage technology to develop CX solutions aimed at driving personalized and secure customer engagement in both the physical world and virtual realms, such as the metaverse.

The facility, called the Digital Customer Experience Center of Excellence, will pilot and validate new CX models and the supporting architecture around the technology to arrive at practical real-world CX applications and use cases.

Laurent Junique, founder and CEO of TDCX, says CX has become a strategic differentiator for businesses and a key enabler in the growth of the digital economy in today’s experience-driven marketplace. But even as digital and physical experiences continue to blur, Junique wants to pioneer customer engagement strategies that deliver or maintain a human touch—especially for the critical moments that matter most.

“The launch of our Digital CX Center of Excellence is the convergence of our digital innovation and consulting capabilities as well as operational mastery through talent leadership in Singapore,” Junique notes. With the growth of its client base around the world over time, TDCX started seeing clients clamor for global strategic support, and the idea for the center was born, Junique adds.  

In its capacity as a global command center, TDCX Singapore will also develop best practices in data science and analytics to help businesses become cost-efficient in areas like quality assurance in automation. The trove of best practices will then be developed into playbooks to help businesses deliver customer value and retention.

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Angie Tay, group chief operating officer, says the center will enable the development of transformative CX solutions. “Our clients are in a constant pursuit of optimization to maximize their finite resources. Amid the recent tech shake-up, we see more clients coming to us to understand how they can enhance their CX strategy and standardize their operations globally,” Tay notes.

Ben Sun, who heads the TDCX advisory and transformation programs, says the launch of the center is timely. “The increasing complexity of the business landscape means that brands are constantly juggling multiple competing priorities. They are looking for trusted partners who understand their needs and can continually add value to the relationship.”

To support the Center, TDCX has set up a new Corporate Venture Capital (CVC) arm to invest in the technologies needed to drive CX innovation. The CVC will enable TDCX to take advantage of the innovative solutions that are already being incubated and developed in Singapore and Southeast Asia. Among the technologies being explored by TDCX are AI, machine learning (ML), automation, and natural language processing (NLP).

Founded in 1995, TDCX—the initialism stands for Transformative Digital Customer Experience– has continued to expand, and now employs more than 17,000 people working across 27 campuses in 16 countries. It serves clients in various industries, including fintech, gaming, technology, home sharing and travel, digital advertising and social media, streaming, and e-commerce. In October 2021, TDCX became the second company from Singapore to be listed on the New York Stock Exchange.

The Digital CX Center of Excellence is the company’s latest initiative to help businesses take advantage of innovative CX solutions to win new customers, build customer loyalty, and achieve their CX outcomes. TDCX also operates the Digital Innovation Lab in Kuala Lumpur, Malaysia, which is focused on developing new technology applications.