CX leaders in the Asia-Pacific (APAC) region – and elsewhere, for that matter – cannot hope to form an effective CX strategy without a solid understanding of customer behavior and how it is evolving.
It is essential to know what consumers want and how it affects the choices they make – and our 2025 Global State of CX report provides a strong foundation for gaining insight into this. The report's survey results from CX practitioners responsible for APAC markets reveal a cohort increasingly aware of a customer base that is more decisive, more demanding, and more informed about how digital experiences work.
Five customer behaviors in particular stand out across the data, each carrying direct implications for CX strategy in the region, and we look at each of them in detail here.
1. Customers will switch brands if unsatisfied
One of the clearest signals in the survey is the scale of switching risk in APAC. Some 60 percent of respondents strongly agreed that customers will switch brands if they are dissatisfied, while another 35 percent agreed. So, with 95 percent in alignment, the message is clear: brand loyalty in APAC is tenuous – and CX practitioners in the region are all too aware of the fact.
The implication is that even a single poor experience can undo years of trust and engagement. In sectors such as banking and telecoms, where alternatives in APAC are in abundance, even minor disruption or inconvenience can trigger customer turnover.
This means that CX teams need to focus on faster resolutions, more consistent service delivery and more proactive communication.
2. Data privacy and security is becoming more important to customers
Trust is a decisive factor in how APAC customers choose the brands they engage with. A combined 93 percent of respondents agreed that data privacy and security has become more important to customers, making it one of the strongest findings in the survey.
Organizations are responding in kind. Some 86 percent say they have introduced additional measures to strengthen data security in the past year. As AI adoption increases and personalization deepens, the onus falls on brands to ensure that their data practices meet rising expectations for safety, transparency, and control.
3. Expectation for instant service and delivery
Half of all APAC respondents (50 percent) said the expectation for instant service or delivery is one of the customer behaviors most influencing their planning this year. The demand for immediacy is pushing organizations to expand automation and improve the speed of interactions. Contact centers, in particular, are under pressure to resolve issues quickly and avoid sending customers through multiple channels or steps.
Analysis from Dentsu highlights this trend, describing the rise of a "10-minute economy" in APAC where consumers increasingly expect immediate fulfilment. Research across Australia, China, Indonesia and Thailand found that nearly 70 percent of APAC consumers now shop on fast commerce platforms at least once a month, with immediate needs (56 percent) among the primary drivers.
The appeal of platforms like Shopee, Lazada, Temu, and TikTok Shop reflects shifting expectations: consumers want instant access to products at competitive prices, and are increasingly making impulse purchases triggered by limited-time offers and social media content. This demand for immediacy is reshaping retail across the region, pushing brands to rethink how quickly they can move from purchase decision to delivery.
Meeting this customer demand requires many organizations to invest in technology and redesign operations to reduce internal delays and route requests more efficiently.
4. Demand for convenience
Convenience remains a powerful driver of customer decisions across APAC. In the survey, 38 percent of respondents selected demand for convenience as a top behavior shaping their 2025 strategy. This aligns with a broader trend in the region, where 83 percent agreed that customers are willing to pay more for convenience.
Customers increasingly favor brands that simplify tasks such as making payments, booking services or resolving problems. As more digital channels emerge, removing friction has become essential for both providing customer satisfaction and offering competitive differentiation.
Retail Asia reports on DHL research showing that APAC consumers now expect flexible delivery and returns options as standard, with 77 percent abandoning purchases if their preferred delivery choice is unavailable and 75 percent doing the same when return processes are inconvenient. The research also highlights the rapid shift toward social shopping, with 85 percent of shoppers expecting to purchase primarily through platforms like TikTok and Instagram by 2030, and strong demand for AI-powered features such as virtual try-ons and voice search to streamline the shopping experience.
These developments illustrate how convenience is no longer just about ease of use; meeting customer expectations requires the seamless integration of logistics, technology and digital service design across the channels where customers increasingly choose to shop.
5. Growing awareness of how AI works and how data is used
Customers in APAC are becoming more informed about AI and are paying more attention to how their data feeds into automated interactions. Some 40 percent of survey respondents said this awareness is shaping their planning this year. In addition, 71 percent agreed that customers are concerned about AI ethics and how AI will be used in CX.
Customers are no longer passive recipients of automated services; they are increasingly evaluating the ethical operation, transparency, and reliability of the AI systems that support their interactions. Yet only 37 percent of APAC respondents said they have an organization-wide framework for generative AI governance, which exposes a clear gap between customer expectations and organizational readiness.
During CX Network's recent All Access: AI Revolution in Customer Self-Service and Support APAC event, several leaders stressed the importance of maintaining human oversight as AI becomes more embedded in CX operations.
Speakers from Zurich Indonesia, Suncorp Bank and Telecom Malaysia described how they are piloting AI cautiously, prioritizing transparency, data quality, and clear use cases while ensuring that sensitive or emotionally complex interactions remain human-led.
Their examples highlight a growing expectation that AI systems must be explainable, properly tested and deployed with safeguards that protect both customers and employees.
Building loyalty for the future
The APAC findings show a region where customers are more informed, more selective and less tolerant of poor experiences. They expect fast delivery, reliable service, responsible data practices and clear communication about how technology affects their interactions.
The five behaviors highlighted here represent some of the strongest signals shaping CX strategy in 2025. Organizations that respond decisively – by improving service quality, strengthening trust, simplifying journeys, and adopting AI responsibly – will be better placed to build and maintain loyalty in a dynamic market.
Quick links
- How CX practitioners in APAC are investing in CX
- 5 things to know about CX technology in APAC
- 5 CX challenges facing practitioners in APAC - and what they're doing to overcome them