Shaping the future beyond CX: How TP earned Frost & Sullivan’s Asia-Pacific 2025 Company of the Year

Fresh from being named Frost & Sullivan’s 2025 Asia-Pacific Company of the Year, TP isn’t just celebrating a recognition — we’re reaffirming a mindset. In a region defined by rapid digital acceleration and evolving customer expectations, our vision has always been simple: blend AI-powered innovation with human empathy to create customer experiences (CX) that feel effortless, intelligent, and deeply personal.

At TP, we believe innovation only creates impact when it elevates human connection. This award from Frost & Sullivan reaffirms our approach, where technology enables customer trust, agility fuels scale, and people remain at the heart of every experience.

Today, TP is recognized not only for redefining CX, but for our broader role in digitally integrated business services. This acknowledgement affirms our leadership vision and drives us to keep evolving in step with our clients and partners.

Recognition rooted in strategy and execution

Frost & Sullivan’s evaluation was based on two critical dimensions of strategy effectiveness and strategy execution, benchmarked against regional peers and the world’s leading service providers. TP achieved top rankings in both, with some notable highlights:

• Regional scale: 22 APAC markets, 180,000+ professionals, and a footprint that enables cultural fluency and scalability across borders.
  
  
• Investment in innovation: More than US$100 million invested globally in AI and digital transformation since 2020.
  
  
• Client impact: Demonstrable improvements in customer value creation and satisfaction, operational excellence, and customer trust across industries.

The vision for AI-Powered CX in APAC

When we look at APAC, we see more than just scale — we see possibility. This region is home to some of the fastest-growing digital economies in the world, alongside markets that are only beginning their digital journeys.

That contrast makes APAC uniquely exciting, but it also makes it uniquely complex. Enterprises here face a shared challenge: how to transform at speed while preserving the empathy, trust, and cultural sensitivity that customers value most.

At TP, we believe the answer lies at the intersection of AI-powered innovation and human-centered design. Our leadership vision is rooted in three key principles:

• Technology as an enabler: Harnessing AI, automation, and advanced analytics to anticipate customer needs, personalize interactions, and resolve issues with speed and accuracy. 
  
  
• Empathy as a differentiator: Training and empowering our people to bring empathy in CX to every interaction, ensuring that technology augments human connection.
  
  
• Agility as a constant: Designing solutions that can pivot quickly to market shifts, whether it’s scaling multilingual hubs for global tech clients or tailoring healthcare support to local regulatory environments.

This is how we blend high-tech with high-touch, ensuring innovation delivers not just efficiency, but trust and long-term value across the region.

Driving innovation across industries

The real test of any CX model is how well it adapts across industries, and in APAC, that adaptability is essential. The region’s diversity means no two markets, sectors, or customer bases are alike. What unites them, however, is a rising expectation for frictionless, personalized engagement.

At TP, we’ve built our approach to flex across sectors and digital business services:

• Technology & SaaS: Integrated digital transformation solutions spanning the CX value chain, helping customers boost efficiency and business results.
  
  
• Banking, Financial Services & Insurance (BFSI): AI-driven fraud detection with empathetic agent support to make operations simpler, faster, and safer.
  
  
• Healthcare: Comprehensive solutions deliver the right patient support at the right time, while ensuring operational efficiency.
  
  
• Retail: Omnichannel fulfillment and AI-powered insights let brands respond instantly to shifting consumer preferences.
  
  
• Telecom: High-volume operations managed with process automation, allowing human experts to focus on moments requiring judgment and care.
  
  
• Travel: Helping clients navigate a shifting landscape by maximizing opportunities for outstanding CX across countries and regions. 

Our ability to deliver across industries is powered by multilingual hubs, omnichannel delivery, and industry-specific Centers of Excellence. With employees managing interactions in more than 300 languages, we’re able to design solutions that feel locally relevant while leveraging the scale of a global network.

This lets us tailor technology and empathy to meet the specific realities of each industry and market, ensuring that transformation is not just scalable, but sustainable across such a varied regional landscape.

AI, TAP, and human-centered design

As recognized by Frost & Sullivan, TP continues to define what it means to deliver AI-powered, human-centered CX in one of the most dynamic regions in the world.

At the core of this vision is our Technology, Analytics, and Process Excellence (TAP) framework. TAP integrates AI automation, data intelligence, and workflow optimization to elevate both customer and employee experiences, ensuring that enterprises can deliver consistently high standards across diverse markets. 

Our AI-driven platforms and regional analytics hubs across APAC such as Malaysia, Indonesia and Thailand, give clients the ability to predict customer needs, personalize interactions, and enhance outcomes across digital channels. This combination of intelligence and scale enables faster, more adaptive engagement.

Through TP.ai, we extend this vision further, uniting the next generation of digital capabilities into one cohesive ecosystem. By blending GenAI, automation, analytics, domain expertise, human intelligence, and secure technology, TP.ai enables everything from intuitive self-service and empathetic guided conversations to automated quality assurance and predictive analysis. It’s how we deliver a truly connected “one-office” model, where local expertise is amplified by global scale.

Taken together, AI, TAP, and human-centered design form a powerful combination. Each reinforces the other, creating customer experiences that are not only intelligent and efficient, but also deeply human.

Leading the next wave of CX transformation

For TP, being named 2025 Asia-Pacific Company of the Year is not the culmination of a journey, but a milestone along the way. It recognizes our vision of enabling enterprises to thrive in a digital-first, customer-first era through AI-powered, human-centered CX.

Our commitment is to keep investing in innovation, building trust, and putting people at the center of every experience. Looking ahead, we’re doubling down on emerging AI applications and investing substantially in the next generation of leadership across the region. Because the future of CX isn’t only about smarter technology — it’s about making every interaction more meaningful. 

Discover how TP partners with organizations to deliver AI-powered, human-centered CX and drive measurable business outcomes across Asia-Pacific.