The Malaysian list follows the top 50 CX brand ranking across Southeast Asia revealed at Campaign360, in partnership with Milieu Insight. Grab tops Malaysia’s list of top brands for customer experience with the self-described super-app used to speed up many day-to-day activities of Malaysians, from transportation to grocery shopping, gift buying and more.
The ranking stems from Campaign’s authoritative list of Southeast Asia’s top 50 brands for consumer experience, recently revealed at Campaign360 in partnership with research firm Milieu Insight. Six markets were involved in the survey (Indonesia, Thailand, Philippines, Malaysia, Vietnam Singapore) whereby recognised brands across 11 sectors were ranked across five CX metrics: quality, buying experience, customer service, brand touchpoints (ease of use across all digital and offline brand interactions) and advocacy (degree of recommendation) to form their customer experience score.
Among the top brands, etailing and delivery apps figure prominently, along with mobile hardware brands that enable better CX. But even bricks and mortar retailers like Watsons, Uniqlo and Guardina and sports apparel brands like Adidas and Nike were able to score well in terms of quality and recommendations.
Unlike Indonesia where a majority of the top 10 brands for CX were local brands, Malaysians reported better experience generally from international brands. While many Malaysians consider Grab to be their own, leading local bank Maybank was the only Malaysian-based brand in the top 10, with mobile service provider Digi (21), apparel retailer Padini (22) and national carrier Malaysian Airlines (27) being the only local brands to make the top 30. – Campaign
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