Customer obsession isn’t a thing you do — it’s a way you run a business. It requires constant commitment to understanding customers and taking action that improves their experience. With such a high bar to clear, only 6% of organisations qualify as customer-obsessed. To honor these dedicated few, we’re proud to launch the inaugural Customer-Obsessed Enterprise Award for APAC.

After difficult deliberations, we’ve narrowed a long list of excellent submissions down to three finalists. Each one impressed us with their clear and actionable customer experience (CX) visions, sophisticated measurement architectures, and ability to align their organisations around a central goal. The finalists are:

DBS Bank

DBS Bank’s CX vision of “making banking joyful” has led it to incorporate rituals that promote empathy with customers and develop a purpose-driven brand backed up by action.

Dialog Axiata PLC

Dialog Axiata is a leading Sri Lankan telecommunications service provider. The company has been able to grow to this level thanks to great cross-functional alignment and an empowered front line with the tools to take care of customers’ issues on the spot.


As Australia’s largest member organisation, the NRMA provides critical services to motorists, often in moments of acute need and anxiety, such as a flat tire. To meet its members’ needs, the NRMA focused on building strong feedback loops with the frontline staff who work most closely with members.

Next month, we’ll announce the winning enterprise. The winner will be invited to join us on the main stage at CX APAC on 25–26 May. This hybrid event will take place in Sydney and through our digital experience. Not only will you hear the story behind the winning organisation’s strategy, you’ll get three days chock-full of practical guidance on how to succeed across customer experience, digital, and B2C marketing. Register now to secure your spot.