Connected Experiences Become Focus at The Experience Show Asia

Organisations are increasingly looking to connect customer journeys, technology and operational processes as interactions span digital channels, AI-powered services and human support.

This was a key theme at The Experience Show Asia, Malaysia 2026, where senior business leaders discussed how organisations are responding to increasingly complex customer journeys.

The The Experience Show Asia, Malaysia Intelligence Report 2026 found that 62% of organisations are prioritising automation and workflow orchestration, making it the leading technology priority identified in the research.

A further 49% are strengthening customer journey orchestration, while 44% are investing in Voice of Customer analytics.

The findings reflect some of the challenges organisations are facing. More than half (55%) identify managing increasingly complex customer journeys as a major customer experience challenge, while 51% are looking to move from reactive service models towards more proactive customer experience management.

“Customer experience has become far more interconnected than it was just a few years ago. Every interaction influences the next, which is why organisations are investing in technologies that bring together data, people, and processes.

The real opportunity lies in creating experiences that feel effortless for customers, regardless of where their journey begins,” said Ayusha Tyagi, Managing Director, Customer Experience Live.

AI Adoption Remains a Key Priority

AI also featured prominently in the findings, with 88% of organisations planning to deploy AI copilots and Agentic AI to support customer experience.

At the same time, organisations are placing greater emphasis on measuring the results of these investments.

Some 62% are prioritising measurable business impact from digital transformation, while 59% are focused on balancing AI innovation with customer trust and service quality.

The findings suggest that organisations are considering AI alongside wider questions around how customer journeys are managed, measured and connected.

Leaders Discuss Changing CX Priorities

The two-day event took place at ParkRoyal Collection Kuala Lumpur on 28–29 July, bringing together senior decision-makers from banking, telecommunications, retail, manufacturing, logistics and technology.

Executives from RHB Banking Group, Bank Simpanan Nasional, BAT, Rentokil Initial, ecoCare, NAIM Holdings Berhad, Maxis, Unifi, EON Berhad, Ninja Van Malaysia and SensorFlow, among others, shared examples from their transformation programmes.

Discussions covered customer journey orchestration, operational performance, workforce enablement, AI strategy and proactive customer engagement.

Awards Recognise CX Initiatives

The event also included the Customer Experience Live Awards Asia 2026, which recognised organisations for their work in customer experience.

This year’s winners included AXI, Standard Chartered, GCash and TP.

The event was supported by technology partners including Zoom, TP, DevRev, Level3AI, Emojot and Atain. The Contact Centre Helper joined as the Official Media Partner, alongside Customer Institute and BPO Search as Strategic Partners.

Reviewed by: Jo Robinson