CX Summit
APAC

Brand experience (BX) and customer experience (CX) are two sides of the same coin, and companies must invest in both simultaneously to deliver the Total Experience and maximize growth. An integrated strategy can increase revenue up to 3.5x — significantly more than focusing on one or the other. In this session, you will: 

• Learn how Forrester’s new Brand Experience Index and newly refined Customer Experience Index (CX Index™) work together to measure and deliver a total experience. 

• Discover how the indexes can help your brand shape acquisition and retention strategies. 

• See examples in banking, automotive, retail, and more. 

Google is harnessing the power of AI to transform every stage of the customer journey into a seamless, personalized, and emotionally resonant experiences. In this keynote, Anuprita Bhomick explores how Google’s AI-powered CX initiatives are reshaping customer expectations in APAC and beyond, offering actionable insights for CX leaders to create truly connected, future-ready experiences. In this session you will:

• Learn how Google is leveraging AI across its customer journeys
• Understand the ways in which agentic AI is a game-changer
• Receive recommendations from an AI pioneer

Connect with your peers and partners over coffee and refreshments.

Expertly curated by our analysts, these 20-minute roundtables foster vibrant discussions among peers on trending topics. Held during breaks, they offer a prime opportunity for networking and knowledge sharing.

By the end of 2025, companies will be racing to keep up with AI’s acceleration. How can CX leaders best enable and take advantage of the AI revolution? The winners will be those that orchestrate cross-functional CX capabilities to determine what customers need, design and test solutions, and deliver experiences. Today, AI-powered tools that support ​activities are a reality. However, they will backfire and worsen CX blunders unless they are deployed in organisations with strong CX management capabilities. Join this moderated conversation featuring Jo Brennan, Group Executive, Member Engagement, Education & Advice at Aware Super and Manpreet Singh, Senior Managing Director & Group Head for Customer Experience at CIMB Group to learn which CX capabilities are critical for their success and where their organisations stands in its use of AI for customer experience.

Many consumers say they do not trust companies using AI. Yet every company aspires to develop AI projects that their customers trust and are willing to engage with. Failing to close the trust gap threatens the success of even the most promising AI strategy. This session explores how companies embrace trustworthy AI practices and build trust with their customers. Join this session to: 

• Learn what drives customer trust in AI. 

• Gain guidance from companies that have successfully implemented trustworthy AI projects that customers really trust. 

• Understand how you can apply best practices to your AI projects and strategy.

Enjoy lunch while networking with your peers and partners.

Connect with fellow executives for a dynamic, invitation-only lunch aimed at breaking down silos. Join this exclusive lunch to:

• Learn how to break down silos and foster cross-industry collaboration.
• Share insights and tackle challenges in a fast-paced, tech-driven world.
• Build valuable connections and exchange knowledge with top leaders across sectors.

Expertly curated by our analysts, this 20-minute roundtable co-hosted with Grazitti Interactive will foster vibrant discussions among peers on trending topics. Held during the lunch break, this offer a prime opportunity for networking and knowledge sharing.

Services Australia Chief Customer Officer Jonathon Thorpe will share his experiences driving large scale transformation programs anchored in CX helping Australians get the support they need, when they need it. In this session you will:

• Gain insights into optimising complex processes and services to better meet customer needs
• Hear how to design for end-to-end customer experience across channels, services, and agencies
• Learn how to embed customer-focussed behaviours into the daily work of decision-makers and staff

Digital experience measurement goes beyond basic interaction metrics to include technical performance, usability, and customer perception. Join this session to learn how to: 

• Adopt a holistic approach that connects technical, operational, and customer metrics 

• Link digital measurement to business and customer outcomes 
• Implement essential steps for effective digital experience measurement 

Discover how TechnologyOne modernized its support with SearchUnify’s Support Suite—Cognitive Search, Knowbler, and Agent Helper. Learn how they achieved 75% self-service resolution, deflected over 10,000 cases, and saved $2.5M+ in support costs while improving support agent onboarding and productivity.
Attendees will learn how to:

• Increase case deflection by unifying knowledge sources across repositories.
• Scale knowledge centered service with streamlined knowledge capture workflows.
• Enhance support agent experience through faster onboarding and contextual insights.

Connect with your peers and partners over coffee and refreshments.

Expertly curated by our analysts, these 20-minute roundtables foster vibrant discussions among peers on trending topics. Held during breaks, they offer a prime opportunity for networking and knowledge sharing.

Forrester’s Customer-Obsessed Enterprise Award celebrates an organization that exemplifies customer obsession by putting the customer at the center of its leadership, strategy, and operations to achieve wins for customers, employees, and the business. This session will share insights from Forrester’s 2025 APAC award winner.

The next generation of customer experiences is reshaping relationships at an unprecedented pace. Artificial intelligence and other mature and emerging technologies all demand that companies urgently adapt their design strategies to keep up with this rapid evolution. Customers’ expectation for a brand to deliver The Total Experience involves creating more intuitive, conversational, and humanlike interfaces. By doing so, businesses can gain deeper insights into customer preferences, automate repetitive tasks, and streamline the delivery of future digital experiences. Consequently, these experiences become more assistive, anticipatory, and empowering for customers, a shift that positions organizations to engage and grow with today’s “distracted consumer.” 

In this keynote presentation, you will learn: 

• How digital experiences need to evolve to be more humanlike and empowering.  

• Leading organizations’ journeys toward next-generation design and technology strategies. 

• Practical tools to start evolving how your company builds design practices and technical capabilities to deliver next-gen experiences. 

Join us for an evening reception full of networking, fun, food and refreshments.

Join us for a private networking drinks reception at the Sydney Common Bar. Connect with industry peers and engage in insightful conversations with Forrester analysts in a relaxed and social setting. Enjoy drinks, light bites, and the chance to build meaningful relationships with fellow professionals and thought leaders.