In this exclusive interview, Maureen Chong, Regional VP of Asia at Zendesk, discusses how AI is transforming customer experience in APAC and why marketers must adapt to remain competitive.
The customer experience (CX) landscape in Asia Pacific is undergoing a seismic shift, driven largely by the rapid adoption of artificial intelligence (AI). According to Maureen Chong, Regional Vice President of Asia at Zendesk, this transformation is not just a trend but a fundamental redefinition of how businesses interact with their customers.
The death of traditional CX
“Traditional customer experience as we know it is on the brink of extinction,” said Chong. This bold declaration is backed by the Zendesk Future of AI-powered CX Report, which found that 85% of industry leaders in the APAC region agree that AI is drastically altering industry dynamics.
Gone are the days of simple, clunky chatbots that frustrate more than they help. Instead, businesses are now embracing advanced AI agents capable of proactive, sophisticated problem-solving that complements human expertise.
Chong emphasized the transformative power of AI in analyzing large volumes of data, which in turn sparks a radical shift in customer engagement. “AI can instantly personalise experiences based on each customer’s unique history and preferences,” she explains. “By analysing customer intent and sentiment, AI agents can provide accurate and quick resolutions in real-time, delivering more meaningful and relevant experiences that ultimately improve business outcomes.”
This shift isn’t just theoretical; it’s already happening across industries. As Chong notes, “We’re seeing companies across the APAC region make significant strides in leveraging AI to enhance their CX strategies. The ability to quickly process and respond to customer needs is creating a more dynamic and responsive business environment.”
The roadmap for APAC businesses
As businesses across Asia look to leverage these emerging technologies, Chong offers a strategic roadmap. “For companies considering AI, the smartest approach is to start by identifying immediate opportunities for improvement,” she advises. This might mean eliminating manual workloads or freeing up agents to focus on higher-value tasks. “Once the foundational layers are in place, businesses can begin to identify, test, and fine-tune additional intelligent layers, continually improving the experience for customers, agents, and even employees.”
But it’s not just about short-term gains. Chong underscores the importance of long-term planning, advising companies to “keep an eye on where AI is headed, not just where it stands today.” This forward-thinking approach will allow businesses to remain agile and responsive to the rapid evolution of AI technologies.
In APAC, where consumer expectations are rising alongside technological advancements, this kind of strategic foresight is particularly critical. “Businesses in Asia must continually assess and adapt their CX operations to meet the ever-changing needs of consumers,” Chong emphasizes. “Those that can do so effectively will not only survive but thrive in this new AI-driven landscape.”
The Impact on APAC Marketing Strategies
For marketers in APAC, the implications of AI-powered CX are profound. As Chong noted: “An AI-powered CX platform can turn data into actionable insights, fueling a marketer’s arsenal with the tools needed for precise targeting and personalization.”
This ability to trawl through massive amounts of data and provide instant recommendations empowers teams to make informed, customer-centric decisions.
When data is shared across departments, businesses can stay agile and swiftly adapt products, operations, and marketing campaigns to shifting consumer behavior. Chong highlighted tools like intelligent triage, sentiment analysis, and intent detection as critical in identifying frustrated customers and directing them to experienced human agents when necessary. This approach not only enhances customer satisfaction but also uncovers new revenue opportunities through upselling and cross-selling.
An example of this in action is Pet Lovers Centre, which utilises Zendesk AI agents to handle a large volume of simple queries. The insights generated from Zendesk’s reporting help the company understand current consumer trends, such as which products and brands are gaining popularity.
“This information is then channeled to the marketing team, informing the focus of social media posts, content, and outreach strategies,” Chong explained.
The role of AI in cross-departmental collaboration
One of the most transformative aspects of AI-powered CX is its ability to break down silos within organizations. According to Chong, “AI doesn’t just benefit the customer support team—it has far-reaching implications across the entire business.”
By turning data into actionable insights, AI empowers different departments, from marketing to product development, to align their strategies and enhance overall business performance.
“Take marketing, for instance,” Chong elaborated. “With AI, marketers can access real-time data on customer behavior, preferences, and sentiment, allowing them to craft highly personalized campaigns that resonate with their target audience.” This kind of cross-departmental collaboration is becoming increasingly essential in a world where customer expectations are higher than ever before.
Chong also pointed out that AI-driven insights can lead to better product development. “When AI identifies a common issue or need among customers, it can provide valuable feedback to the product team, enabling them to innovate and improve the product offering in a way that directly addresses customer pain points,” she said.
This creates a virtuous cycle where AI not only enhances the customer experience but also drives continuous improvement across the entire organisation.
Lessons for marketers: the balance between AI and human touch
As AI becomes increasingly integral to every customer interaction, businesses must learn to strike the right balance between efficiency and human connection. “Our Future of AI-powered CX Report found that over 9 in 10 industry leaders believe every interaction now blends commerce, service, and support, enabling richer and more immersive CX,” said Chong.
In today’s fast-paced world, customers expect immediate, personalized, and connected interactions with brands on whichever platform they choose. Businesses that can deliver on these expectations will stand out in a crowded marketplace. But as Chong warned, it’s not just about optimizing operations and productivity: “It’s about redefining how businesses engage with customers to create a deeper, more personal connection that ultimately drives better customer lifetime value.”
Even as AI reshapes the CX industry, Chong stressed the importance of preserving the human element. “While customer service is evolving to become AI-first, humans will still play a vital role in supervising the AI to ensure ethical and responsible usage,” she concluded.
For APAC marketers and business leaders, the key to success will lie in embracing AI while maintaining the delicate balance among innovation, personalisation and the human touch.
Navigating the future: a strategic imperative
Looking ahead, Chong offered a word of caution for businesses in APAC: “The pace of AI development is accelerating, and those who fail to adapt risk being left behind.” This isn’t just about adopting new technologies but about fundamentally rethinking how businesses operate and engage with customers.
“AI has the potential to reshape industries and redefine competitive dynamics,” Chong explained. “But to harness this potential, businesses need to be proactive, not reactive. This means investing in the right technologies, fostering a culture of continuous learning, and staying attuned to the evolving needs of customers.”
AI is a game-changer that requires businesses in APAC to continually adapt and evolve. Those who do will be well-positioned to thrive in this new era of customer experience. As Chong aptly put it: “The future of CX in Asia is AI-powered, and the time to act is now.”
