An Asian-based CX publication reports that CX is enjoying new-found relevance in economically vibrant Malaysia, carrying important implications for business and investment in that Southeast Asian country.

The finding is contained in a survey conducted by Customer Experience Asia (CXP), a portal for CX professionals in Asia that also publishes CX-related news and articles from around the world. The survey, carried out from March to September last year, sought to understand the purchasing journey of some 30,000 Malaysian consumers and the quality of CX they received from various businesses operating in the country. Businesses that earned the highest ratings from consumers—a motley assortment that included 17 Malaysian brands—were then recognized with a “best customer experience” award by the publication.

The top three brands in Malaysia, as voted by consumers in the country according to CXP, were Asia Pacific University of Technology & Innovation, Avisena Healthcare, and Berjaya Starbucks Coffee Company.

Datuk William Ng, the managing director of Business Media International (BMI), the parent company of CXP, said the internet and the COVID-19 pandemic helped shift the traditional focus on marketing held by companies. “Customer experience is seeing a rebound in importance as businesses shift their focus to providing customers the attention, time, and value-added service they deserve,” he stated. “Forging an emotional bond by engaging and understanding the customers on a more personal level is crucial for brands and businesses moving forward.”

A country slightly larger than the state of New Mexico with a population estimated in 2021 at 35 million, Malaysia is categorized as a newly industrialized or upper-middle-income country, with a robust economy that is the 36^th largest in the world, well ahead of the economies of neighboring Southeast Asian countries like Thailand, Vietnam, Indonesia, and the Philippines.

The CXP survey also provided insights into the state of customer service in Malaysia. Up to 82% of the survey’s respondents said they would recommend a brand or company that they liked, and 81% said they would more often patronize a business with employees who were friendly or approachable with helping to resolve problems and complaints.

That degree of eagerness, however, was not reflected on the side of business, as 80% of the respondents reported not getting sufficient feedback on their complaints from businesses, despite actively seeking out a response. Just as significant, 75% said that brands made no attempt to win their business after an initial sale, causing respondents to abandon a brand, instead of making a repeat purchase.

Given the increasing importance of CX in the country, BMI Director Ng said that businesses would be wise to invest in customer analytics, real-time feedback, and similar other mechanisms to drive repeat purchases or favorable word-of-mouth. “Customer experience takes patience and persistence,” he said, “but is an excellent investment given the changing behavior of consumers and the resurgence of customer experience as a sales and loyalty driver.”