CX Global Insights 2025: Unveiling Thailand's CX Landscape
In today’s experience economy, great Customer Experience is paramount to success. It's no longer enough to simply meet customer expectations; businesses and organizations must anticipate and exceed them. The "CX Global Insights 2025" Ipsos' comprehensive global survey provides the data-driven insights businesses need to transform CX strategy and drive measurable business growth. The study includes 65,000 evaluations across 18 countries and multiple sectors: Financial Services (banks, insurers, motor insurers), Retail (supermarkets), Technology & Telecommunications (mobile networks), and Transportation (automotive, airlines).
Ipsos has distilled key actionable insights for the Thai market into the "3B" concept, designed to foster a deeper understanding of Thai consumers:
- Back to Basic: Emphasizing robust fundamental factors to ensure long-term sustainability.
- Bring in Empathy: Fostering customer relationships through understanding and caring for their feelings, often facilitated by technology or AI.
- Be Different: Being prepared and adaptable to navigate changing market dynamics and consumer behavior.
Globally, the survey indicates that 51% of customers reported great experiences, while 57% found their experiences either unmemorable or poor. However, Thailand presents a different picture, with a remarkable 73% of Thais reporting memorable experiences and only 15% describing their experiences as poor. In terms of emotional attachment to brands, the Airline (71%) and Automotive (70%) sectors emerge as top performers, while Supermarket (55%) and Banking (53%) show lower performance.
People-Centric Elements Crucial for Positive Experiences, Alongside Excellent Products and Services
The survey further highlights that people and support elements are as crucial to driving a positive customer experience as delivering high-quality products and services. Key drivers of excellent experiences include staff engagement and expertise with customers, the quality of products and services, and effective support with issue resolution and troubleshooting.
Word-of-Mouth a key influence for brand choice; Influencers play a prominent role in engaging Thai Gen Z
73% of Thais stated they choose to use a brand because they know the experience will be good. Word-of-mouth remains a significant factor influencing brand choices among Thais. 86% indicated that recommendations from friends, family, and acquaintances impacted their decisions, significantly higher than the global average of 56%. The study also revealed that 63% of Thai Gen Zs trust product or brand recommendations made by influencers more than direct brand messaging.
Ipsos' Forces of CX: The Building Blocks for Success
Ipsos also introduced the Ipsos’ Forces of CX, a framework developed through Ipsos R&D to help organizations understand the six key factors influencing the creation of strong customer experiences and sustainable customer relationships: Certainty, Fair Treatment, Control, Status, Belonging, and Enjoyment. Organizations that can embed these six factors into every customer journey will sustainably captivate consumers.
Ipsos emphasized delivering superior customer experience through a three-tier pyramid: starting with building a strong Hygiene Factors foundation, followed by creating Added Value, and progressing to Differentiators. This involves deeply understanding customers, such as providing personalized experiences, creating enjoyment, and fostering a sense of belonging.
Brands Must Deliver on Promises to Drive Growth: Not Just "Talk" but "Do"
The survey also revealed a critical challenge: 55% of Thais feel their customer experiences are generally worse than companies have promised, and 42% stated they will buy less or stop buying because of experiences that fall short of expectations. This underscores the paramount importance of brands fulfilling their promises.
Ipsos concluded by outlining an approach to successful customer experience, emphasizing the importance of bridging the gap between actual experiences and brand promises. This begins with building a strong CX foundation (Fair Treatment, Certainty, Control), followed by creating differentiation through addressing customers' emotional needs to make them feel valued, supported, and personally connected.
Ipsos offers the following recommendations for elevating CX:
- View Customer Experience Across the Entire Customer Journey: Consider every touchpoint, not just the point of purchase.
- Provide Seamless Omnichannel Experiences: Create seamless and customer-centric experiences across all channels.
- Prioritize Personalization: Create personalized experiences that demonstrate customer value, coupled with a human touch.
Implementing these guidelines will help brands build strong customer experiences that align with their promises and lead to sustainable success in the digital age.
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