Maureen Chong on Transforming CX in Asia and India through Technology and Leadership
In today’s fast-evolving digital landscape, customer experience (CX) has become a defining factor in a company’s success. At the forefront of this transformation in Asia and India is Maureen Chong, Regional Vice President, Asia & India, at Zendesk. With over two decades of experience in the information technology sector, Maureen brings a wealth of knowledge, a strong strategic vision, and, above all, a relentless passion for innovation. Under her leadership, Zendesk has empowered organizations across the region to rethink CX by embracing scalable technologies, especially artificial intelligence.
In this exclusive CXQuest profile interview, we speak with Maureen about her CX philosophy, the evolving role of AI, and, in fact, her unique perspective on leading high-growth markets with cultural nuance and empathy.
CX Landscape in Asia and India
Q1. From your perspective, how has the CX landscape in Asia and India evolved over the past few years?
MC: Over the past few years, the CX landscape in Asia and India has transformed dramatically. There’s been a shift, in fact, from traditional, reactive support to personalised, AI-driven engagement. Today’s consumers expect quick, seamless service across channels, with 63% in APAC switching to competitors after just one bad experience–this rises to 70% in India.
India’s digital adoption has been particularly rapid , fuelled by a young, mobile-first population and a booming startup ecosystem. Companies increasingly deploy scalable AI-powered solutions to meet rising CX expectations, emphasising automation, self-service, and AI integration throughout the customer journey.
Advancements in natural language processing (NLP) and machine learning have improved AI’s ability to understand human emotions and respond contextually. This, combined with the demand for personalised experiences, drives the use of AI agents that analyse vast amounts of data in real time to deliver tailored solutions.
Innovation isn’t confined to large enterprises; digital-native companies are raising the bar, reflecting a cultural shift where empathy, speed, and convenience are baseline expectations. In fact, 78% of CX leaders see AI as ubiquitous in CX–woven into every platform and touchpoint, fundamentally reshaping customer engagement by enabling efficient, 24/7 autonomous problem-solving, even amid economic uncertainty.
AI Disrupts CX Space
Q2. AI continues to disrupt the CX space. How is Zendesk helping businesses leverage AI without losing the human touch?
MC: AI for customer service differs from other industries because it must be able to handle unpredictability, high stakes, and human-AI collaboration. Yet today’s service technology is too focused on managing tickets rather than solving real customer problems. That’s why we built the Zendesk Resolution Platform, the first AI-powered platform that moves every issue toward resolution by integrating AI, automation, and human expertise into one seamless system.
The key is ensuring the right mix of these elements–AI isn’t a replacement, but an enhancer of human capability. Our AI operates proactively, continuously learning to resolve more issues via automation, boosting agent productivity, and helping brands identify and fix problems confidently. This enables service that is more accurate, personalised, and empathetic.
By integrating AI thoughtfully, Zendesk enables organisations to deliver faster, smarter service while preserving human connection—ultimately creating richer experiences for customers and teams alike. In a world where expectations are constantly rising, this balance is key to staying competitive and truly customer-centric.
CX Expectations
Q3. What are the key differences or challenges you’ve observed between the CX expectations of customers in India versus those in other Asian markets?
MC: One key difference is the notably higher acceptance and enthusiasm for AI among Indian consumers compared to other APAC markets. According to Zendesk’s CX Trends Report 2025, 88% of Indian consumers view AI positively—the highest in the Asia Pacific region. Moreover, 87% believe AI enhances service quality, compared to 83% in APAC overall, reflecting India’s forward-looking approach to intelligent CX.
Indian customers not only welcome AI but hold elevated expectations: 85% see AI as critical to delivering superior support, while 94% believe AI copilots are just the start of deeper autonomous AI integration. This mindset demonstrates a sophisticated demand for AI that goes beyond automation, seeking more contextual, personalised, and, above all, intuitive experiences.
At the same time, Indian consumers still value the human element strongly. With 81% saying they would engage more with AI agents if interactions felt more human—and 91% valuing human-like AI interactions—they highlight the importance of balancing efficiency with empathy. Comparatively, these figures outpace the broader APAC region, showing India’s distinct blend of technological optimism and desire for authenticity.
This unique dynamic, in fact, presents an opportunity for CX leaders in India to pioneer AI-driven, yet deeply humanised, service experiences that set new benchmarks across the region and beyond.
Culturally Diverse Regions
Q4. How do you approach building and leading go-to-market teams in culturally diverse regions like Asia and India?
MC: When operating in culturally diverse regions like Asia and India, leaders should reflect that diversity within the team to ensure a broad range of perspectives with deep local expertise and rich knowledge of cultural nuances.
My approach seeks to balance local autonomy with alignment to the company’s broader vision, allowing room for customised approaches within a unified strategy. Open, transparent communication is also essential in fostering a culture of collaboration, encouraging teams to share insights and best practices across markets. This cultivates agility and innovation, delivering outcomes as dynamic and diverse as the regions themselves.
Biggest Opportunities
Q5. In today’s digital-first world, where do you see the biggest opportunities for CX transformation, especially, in the next 2–3 years?
MC: AI is and will continue to be the biggest driver of transformation in CX, raising customer expectations and reshaping service models. However, a key challenge today is that many AI tools lack the emotional intelligence and contextual awareness needed for truly human-like interactions. When AI-driven experiences feel impersonal or transactional, customers can become frustrated or feel undervalued, which not only harms loyalty but also creates skepticism among stakeholders. Negative customer experiences make it harder for decision-makers to see the true value of AI investments, slowing adoption and innovation.
This challenge presents a crucial opportunity. The future of CX lies in human-centric AI designed to augment human empathy and intuition. By blending emotional understanding, contextual insight, and proactive engagement, AI can deliver richer, more personalised interactions that build trust and satisfaction.
Businesses that successfully humanise AI will not only improve customer experiences but also drive stronger stakeholder confidence, ultimately setting new benchmarks in CX excellence.
Success Story
Q6. Can you share a success story where a business significantly transformed its CX strategy with, in fact, Zendesk’s support?
MC: Catapult, a leading sports technology company, serves a very diverse customer base—from world-class teams and athletes to parents who seek reliable wearables to safeguard their children. They needed a customer service solution that could offer the right kind of support at the right time. To scale with its rapid growth, Catapult adopted Zendesk’s omnichannel platform with AI-powered tools, enabling their support team to efficiently manage conversations across email, chat, and social media.
Zendesk’s integrated solution gave agents a unified view of customer interactions, simplifying workflows and improving response times. AI-powered tools enhanced ticket triage and routing, helping the team prioritise urgent issues and deliver faster resolutions. The platform’s automation capabilities also streamlined repetitive tasks, allowing agents to focus on delivering expert support to professional sports organisations worldwide.
Using Zendesk, Catapult achieved a 21% reduction in full resolution time and a whopping 50% improvement to first reply time to a mere 6 minutes. This blend of AI and human expertise has enhanced Catapult’s ability to provide personalised, reliable support worldwide, strengthening customer satisfaction and supporting its expansion in a competitive sports technology market.
Scalable Solutions
Q7. You’ve mentioned the importance of scalable solutions. What should CX leaders prioritize when future-proofing their tech stack?
MC: When future-proofing tech stacks, CX leaders must prioritise flexibility, seamless integration and true customer-centricity. Customer expectations are constantly evolving, so what works today may quickly become obsolete. Scalability, therefore, isn’t just about growth–it’s about adaptability. Brands need CX platforms that grow and evolve alongside their business.
Seamless integration across channels, tools and data sources is essential; these are the fundamentals for consistently delivering personalised experiences. Tech stacks should empower agents with a unified customer view, focusing on resolutions rather than mere ticket management. As service volumes increase, self-service, intelligent bots, and predictive analytics become critical components. Investing in AI and automation should do more than cut costs—it must drive smarter, faster resolutions.
Crucially, listen to customers. Opt for solutions that provide real-time feedback loops and actionable insights, enabling continuous improvement grounded in actual needs, not assumptions. At Zendesk, we’ve observed that CX leaders who build with agility—rather than chasing every new trend—are best positioned to thrive. Future-proofing means designing for change and placing the customer at the heart of every decision.
Focus on Customer Experience
Q8. You’ve worked at some of the world’s most respected tech firms. What led you to join Zendesk and focus on customer experience?
MC: Over the years, I’ve had the chance to work with several tech companies like IBM, Oracle, SAP, and Akamai, and have witnessed how technology can change the way businesses and customers connect,as well as how customer expectations were evolving faster than most systems could adapt. What drew me to Zendesk—and continues to inspire me—is the company’s unwavering focus on transforming customer experience in a way that’s practical and centred on real human needs—not just technology for technology’s sake.
At Zendesk, I find it truly rewarding to help organisations across Asia and India adopt tools like AI to create smarter, more personalised experiences that genuinely serve their customers. Leading teams across diverse and fast-evolving markets is motivating because it’s about making a meaningful difference for both businesses and the people they serve. For me, it’s this blend of innovation and meaningful impact that makes the work fulfilling every day.
Woman Leader in Tech
Q9. As a woman leader in tech, how do you mentor and support the next generation of professionals in CX and beyond?
MC: As a woman leader in tech, I’m passionate about mentoring the next generation by fostering an environment where diverse voices are heard and valued. I believe in leading by example—demonstrating resilience, authenticity, and a growth mindset—to inspire others to build confidence in their own abilities.
I make it a priority to listen actively and understand individual goals, challenges, and strengths, tailoring guidance to help each person navigate their unique journey. Encouraging continuous learning and curiosity is vital, especially in a fast-evolving field like CX, where adaptability is key. Supporting future professionals means helping them see their potential, providing opportunities to grow, and championing their successes every step of the way.
Great Customer Experience
Q10. Finally, what does great customer experience mean to you—both professionally and personally?
MC: Great customer experience, to me, is about creating moments of genuine connection and understanding while providing quick, efficient, and effective resolution to the problems customers face. Professionally, this means delivering timely, personalised, and empathetic service that not only solves issues but also makes customers feel valued and respected. It’s about anticipating needs and going the extra mile to build trust and loyalty.
Personally, great CX reflects how we treat each other in everyday interactions—whether as customers or as members of a community. It’s the kindness, patience, and attention to detail that make experiences memorable and meaningful. For me, great customer experience combines efficiency with humanity, ensuring people feel heard and supported at every touchpoint.
Ultimately, it’s about transforming transactions into relationships, and technology into a tool for fostering real human connection.
Maureen Chong’s insights, in fact, shine a spotlight on the future of customer experience—one where empathy, innovation, and agility must coexist. As Asia and India continue to drive global growth, leaders like Maureen are helping to shape a CX-first world where every interaction counts and every customer voice is heard.
A heartfelt thank you to Maureen Chong for sharing her journey, expertise, and, above all, forward-thinking vision with CXQuest. Moreover, her perspectives are a powerful reminder that technology is only as impactful as the intent behind it—and, in fact, that customer experience remains a human experience at its core.
