CX Strategy in the Asian and Indian Context
Presented by Prof. D.V. Srinivas Kumar
Presented by Prof. D.V. Srinivas Kumar
Professor, School of Management Studies, University of Hyderabad
Providing the conference’s academic anchor, Prof. Srinivas Kumar drew on research from the Indian context to highlight how customer experience is shaped by memory, emotion, and social dynamics.
His findings emphasized that recognition — making customers feel valued, respected, and important — is the strongest driver of memorable experiences and long-term loyalty.
Session Focus: This session explores how cultural, social, and digital factors uniquely shape CX strategy in the Asian and Indian markets.
A key insight from passenger experience research showed that the social environment — including the behavior and presence of other customers — significantly influences satisfaction, especially in shared service settings.
The session also examined the rapid growth of Asia’s digital economy and how customer journeys in the region are increasingly shaped by mobile-first behaviors, social influence, and seamless digital expectations.
Key Idea: CX strategy in Asia must account for cultural context, social dynamics, and digital-first customer journeys to drive meaningful impact.
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