Customer Experience is Everything: DE-CIX India’s Game-Changing Approach to Internet Connectivity
In today’s digitally driven world, customer experience (CX) has become the cornerstone of success across industries. However, in the realm of internet connectivity—where uptime, speed, and security define user satisfaction—CX plays a far more critical role. DE-CIX India, a leading Internet Exchange, has understood this early on and turned it into a strategic advantage. They are not merely delivering internet infrastructure—they are redefining the value of connection itself.
As Mr. Sudhir Kunder, Chief Business Officer at DE-CIX India, rightly says:
“In a sector like ours, where internet connectivity is as essential as electricity, customer experience isn’t optional—it’s everything. At DE-CIX India, we don’t just deliver services; we make sure our customers feel the value every single day.
CX, for us, means listening deeply. Our customers often provide insights backed by real-world challenges, which become building blocks for service enhancement. One such moment was during the peak of COVID-19—when we waived off charges for our ISP partners, becoming a silent yet strong pillar behind their continuity. It wasn’t a business move; it was a CX decision.
The challenge lies in creating awareness about the value of interconnection, which we address through DE-CIX Academy and our Interconnection Conclaves—ensuring our partners don’t just buy a service, but understand its impact. The future of CX is no longer about selling a product—it’s about building trust, educating, and creating lasting value. The experience is the product. And that’s the game-changer in our space.”
This vision isn’t just words. It is a practice embedded in every aspect of DE-CIX India’s strategy. To understand why their customer-centric approach matters so much, one must understand the vital role they play in India’s digital infrastructure.
The Backbone of Digital India
DE-CIX India operates as a carrier and data center-neutral Internet Exchange. It connects ISPs, CDNs, OTT platforms, telcos, DNS servers, and more. Its reach spans across major cities like Mumbai, Delhi, Chennai, Kolkata, Bengaluru, and Hyderabad. This interconnectedness ensures local traffic remains local, improving latency, reducing costs, and enhancing user experience.
In effect, DE-CIX India empowers digital service providers to operate smoothly, which in turn benefits end users—whether they are watching videos, attending virtual meetings, or managing cloud infrastructure. Thus, while their infrastructure lies in the background, its impact is felt upfront.
Putting the Customer at the Center
Rather than operating in isolation, DE-CIX India embraces collaboration. Their commitment to listening to customer needs becomes the foundation for meaningful service innovation. During the COVID-19 pandemic, when many ISPs faced uncertainty, DE-CIX India stood firmly beside them—not with marketing tactics, but with empathy. Waiving charges for partners wasn’t a profit-focused move. It was a decision born from understanding the gravity of the moment and valuing long-term relationships over short-term gains.
This single example illustrates a powerful truth—great customer experience is not reactive. It is proactive, grounded in empathy, and focused on building resilience.
Educating to Empower
Furthermore, DE-CIX India understands that customer experience doesn’t end with service delivery. Many partners may not fully grasp the technical advantages of interconnection. To bridge this gap, DE-CIX runs the DE-CIX Academy and regularly hosts Interconnection Conclaves. These initiatives go beyond product marketing. They foster understanding, raise awareness, and build communities.
Through such platforms, customers learn how improved peering arrangements can translate into reduced latency and improved network performance. They come to see interconnection not as a technical expense, but as a business enabler. When a customer understands the ‘why’ behind a service, they become a partner in innovation rather than a passive consumer.
Building for the Future of CX
Looking ahead, customer experience in the internet infrastructure sector is no longer about reliability alone. Trust, transparency, and shared knowledge are now just as important. As Mr. Kunder aptly notes, “The experience is the product.”
In many ways, DE-CIX India is ahead of the curve. By investing in long-term education and relationship building, they position themselves not only as a service provider but as an ally to every stakeholder in the digital ecosystem. This transformation—from provider to partner—is what modern CX is all about.
Leadership That Understands People
At the heart of this culture is leadership that values people above all. Mr. Kunder, with his 29+ years of cross-industry experience, leads with a unique blend of vision and empathy. His situational leadership style allows him to switch between innovation and activation, depending on the context. His philosophy, “I believe that people matter the most and, thus, I act accordingly,” shapes the DNA of the company.
Because of this mindset, employees and partners alike feel valued, heard, and inspired to contribute to the larger mission of digital transformation.
Why CX is a Strategic Imperative
Too often, customer experience is seen as a front-end function—something handled by support teams or user interface designers. DE-CIX India breaks this stereotype. They embed CX in strategy, operations, partnerships, and even crisis response. By doing so, they elevate CX from a department to a company-wide philosophy.
Transitioning from a transactional model to a transformational one means treating every customer interaction as a relationship, not just a sale. In this context, customer experience becomes the differentiator in an industry that otherwise competes on technical specifications.
Final Thoughts
DE-CIX India’s approach offers valuable lessons for every sector. By listening actively, educating partners, supporting them during tough times, and valuing people above processes, they exemplify what modern CX should look like.
Their story proves that the true power of customer experience lies not just in creating satisfaction, but in building trust, fostering collaboration, and delivering long-term value.
In a world where digital infrastructure quietly powers every aspect of modern life, DE-CIX India’s bold CX-first approach is not only refreshing—it is essential.
