Commissioned by Forrester, this study analyzes how APAC consumers shape the balance between automation and human interaction in customer experience. Based on a survey of over 1,200 consumers, it identifies four customer personas with distinct engagement preferences. The report shows that while automation improves efficiency and convenience, human agents remain critical for emotional or complex issues. It demonstrates a strong correlation between hybrid engagement models and higher CX scores, loyalty, and revenue. The study concludes that successful CX strategies must blend automation with accessible human support across channels.

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