Technology
Ipsos Report Highlights Decline in Thailand's Customer Experience Quality
A new study by Ipsos reveals that positive customer experiences in Thailand have dropped to 64%, as businesses struggle to balance AI integration with the need for human interaction.
According to a recent report titled '360 View of CX in Thailand' by market research firm Ipsos, the quality of customer experience (CX) in the country has seen a notable decline. The study indicates that positive and memorable customer experiences have fallen to 64%, down from 73% in previous assessments.
While Thai businesses are increasingly adopting new technologies to streamline operations, the research suggests that this digital shift has not yet fully translated into consumer satisfaction. Although Thai consumers show a high level of openness toward Artificial Intelligence, they continue to prioritize a 'human touch' in their service interactions. The findings emphasize that for businesses to succeed, they must leverage AI to reduce customer effort while simultaneously building trust and fostering long-term loyalty.
For residents and travelers, this trend suggests that while digital convenience is expanding, service quality may feel inconsistent as companies navigate the transition. The report highlights that modern consumers now demand services that are not only fast and convenient but also transparent, secure, and personalized. Whether businesses can successfully integrate AI without sacrificing the essential human element remains to be seen, as companies continue to adapt their strategies to meet these evolving expectations.