Measurement, measurement everywhere and not a drop to drink. Customer experience (CX), digital, and marketing leaders are navigating a sea of measurement but struggling to identify what matters most to their customers and business. Despite spending millions of dollars and hours, CX scores continue to drop across the world, with APAC no exception. Simply doubling down and expecting things to turn around won’t work. Hope, after all, is not a strategy. New thinking, methods, and tools are needed to turn the tide. Forrester fortunately has the research and guidance required and will be sharing it at CX Summit APAC 2025. Our keynotes will cover the four key themes that you need to know.

Total Experience: Your Brand, Their Journey

The total experience recognizes that brand experience (BX) and CX are two sides of the same coin, and they must work together to deliver seamless and impactful customer journeys. At Summit, you’ll gain actionable insights on how to align your BX and CX strategies to maximize growth.

In our first keynote session, Tom Mouhsian will explain how to “Power Growth With Your Total Experience” by introducing the Brand Experience Index and the newly refined Customer Experience Index, two powerful tools that work in harmony to measure and deliver total experience. You’ll learn how these indexes can shape acquisition and retention strategies with real-world examples.

Digital Experiences That Matter

Digital-first engagement is now the norm, but measuring digital experiences requires more than basic interaction metrics. In her keynote session, “How To Measure Digital Experiences,” Zhi Ying Barry will share how to adopt a holistic approach that connects technical performance, customer behavior, and perception to business outcomes. Practical guidance will be shared on linking digital measurement to revenue growth, customer satisfaction, and operational efficiency with a robust digital measurement framework to optimize digital experiences across your organization.

Trust In AI

AI is transforming customer engagement in profound ways, but many consumers remain skeptical of companies using AI, fearing unethical practices, biased decision-making, and misuse of personal data. Without trust, even the most promising AI strategies are at risk of failure. Martin Gill will outline how to “Build Customer Trust In AI” by adopting trustworthy AI practices. In his keynote, you’ll learn what drives customer trust in AI, gain insights from successful implementations, and discover how to apply best practices to your own AI projects.

The Future Of Customer Experiences

Next-generation customer experiences are transforming relationships at an unprecedented pace. To keep up, companies must adapt design strategies to leverage artificial intelligence and emerging technologies. Riccardo Pasto’s keynote, “Design For The Future Of Experiences,” will show that customers now expect brands to deliver a total experience through intuitive, conversational, and humanlike interfaces. The required approaches will deepen insights into preferences, automate tasks, and streamline digital interactions, resulting in more assistive and empowering experiences. Ric will share practical tools to start evolving how your company builds design practices and technical capabilities to deliver next-gen experiences.

Real-World Inspiration And Engagement

Theory is powerful, but action drives results. That’s why we’ve planned many opportunities for engagement, learning, and development:

  • Case study sessions are designed to showcase real-world stories and solutions. Hear directly from industry leaders as they share their journeys, lessons learned, and strategies for leveraging the best in CX, marketing, and digital technologies.
  • Forrester’s Customer-Obsessed Enterprise Award winners will share the best practices and guidance that distinguish their organizations.
  • Smaller discussion groups, including facilitated engagement, analyst-led roundtables, and Q&A with analysts after their keynotes, will create opportunities for casual, intimate networking exchanges.
  • At the conclusion of the event, we’ll have a reception to network and unwind.

Don’t miss this opportunity to join the brightest minds in CX, digital, and marketing from across the APAC region. Register now to secure your spot at CX Summit APAC 2025.

Together, let’s redefine CX, BX, and the total experience — and shape the future of customer engagement in APAC.