TP Leads APAC’s CX Evolution with AI & EI Strategy

Over the years, I’ve had the privilege of watching APAC evolve into a global growth engine. That experience has taught me that success in a competitive market isn’t achieved by simply responding to changes. It requires a willingness to look inward, to rethink what truly sets us apart, and to transform ourselves before disruption forces us to.

This is even more critical in today’s evolving landscape, where customer experience (CX) has become a defining differentiator in APAC. Indeed, the APAC CX market is projected to grow from $39.80 billion in 2023 to an impressive $48.78 billion by 2029. This rapid expansion underscores how essential CX has become — not just as a business function, but as a long-term differentiator for growth and relevance.

As expectations rise, so does the need for scale, expertise, and trusted partners. That’s why APAC is witnessing CX outsourcing growth, as organizations seek transformation partners that can deliver measurable outcomes, resilience, and innovation. At TP, we’ve embraced this shift by continuously striving to become a next-generation strategic partner.

Today, I’m proud to announce that this pursuit for excellence has once again been validated.

For the seventh consecutive year, Frost & Sullivan has recognized TP as in the 2025 Frost Radar™ for Customer Experience Management in Asia-Pacific, ranking us ahead of more than 200 global competitors. More importantly, this recognition reflects the internal transformation that continues to shape how we serve our clients.

Transformation in action: Why we topped the Frost Radar™

The Frost Radar™ model is a rigorous benchmark that identifies market leaders by evaluating two key indices:

Innovation Index: assesses scalability, customer alignment, R&D effectiveness, and ability to leverage megatrends.
Growth Index: measures market share gains, revenue growth, and sales and marketing effectiveness.

TP’s leadership in both indices speaks to the core of our next-generation CX strategy. Our approach to innovation is guided by our high-tech, high-touch, high-standards philosophy. We blend technology with human empathy to deliver a more compassionate, human-centered CX. Over the past year, we’ve invested in capabilities like a global digital consulting arm, AI-powered interaction analytics platform, agent assist chatbots, and multilingual translations. At the same time, our growth is fueled by strategic expansion, particularly in APAC, and deliberate sector diversification. We are committed to not just growing but also transforming the markets we serve.

This dual focus on innovation and growth underscores that TP isn’t simply keeping pace with the industry. We’re reshaping it, beginning with ourselves, to drive real-world business results for our clients.

Navigating the future of CX: How we’re transforming internally to deliver externally

In a world where customer expectations are evolving daily, we believe that success hinges on addressing the future imperatives of our clients. It’s why we continuously adapt internally to deliver measurable client value and push industry boundaries.

1. Building the EI + AI advantage

Customers now demand personalized, proactive, and consistent experiences, as echoed by Frost & Sullivan’s 2025 report. To cater to these expectations and help our clients build long-term loyalty, brand relevance, and top-line growth, TP uses a distinctive combination of artificial intelligence (AI) and emotional intelligence (EI) in CX to provide meaningful customer interactions.

Our end-to-end, AI-driven automation suite, coupled with our multi-level EI training curriculum, ensures that customers receive empathetic support when it matters most. All 500,000 of our employees receive eLearning training, EI testing, and a comprehensive AI training program, ensuring we deliver intelligent, empathetic service at scale.

2. Evolving into an APAC digital transformation partner

TP has always been committed to driving meaningful business outcomes for our clients. This has prompted us to lead our own transformation into a comprehensive digital business services provider. Beyond CX management, we guide clients on an end-to-end digital transformation journey that delivers measurable value.

This means investing in value-added services to assist clients in designing, analyzing, and deploying AI-powered solutions to increase their scalability, agility, and compliance. Our partnerships with emerging leaders in agentic AI are a core part of this strategy, allowing us to pioneer new capabilities and enhance efficiency.

3. Embedding Hyper-Localization Across APAC

The APAC region is diverse and fragmented, and each market has distinct cultural and regulatory expectations. By expanding strategically, TP is equipped to meet everything from Japan’s precision service standards to India’s growing tech-enabled demand.

As we continue to grow our presence in APAC, we’ve established centers of excellence in key markets and are focusing on reinforcing multilingual hubs and regional expertise. This expansion allows us to tailor solutions for growing industries like social media, online entertainment, gaming, and travel, while honoring local regulations, languages, and cultural expectations.

Seven years strong — still shaping the future

For us, the Frost Radar™ isn’t the finish line. It’s validation that our strategy — investing in technology and people, embedding EI and AI, diversifying across industries, and expanding with cultural intelligence — is working.

At TP, we are committed to shaping the future of CX in APAC, whether it’s embracing agentic AI, hyper-localization, or converging different industries. And as we look ahead, our focus remains clear: to deliver on our promises, to drive measurable results, and to give our partners the strategic advantage they need to thrive in a competitive, digital-first world.