Closing the gap between employee and customer experience requires leadership that champions both strategy and execution. Maureen Chong, RVP, Asia and India, Zendesk, exclusively speaks to Bhavya Bagga, Business Reporter – Corporate & Leadership, CXO Media & APAC Media, on how technology is a critical enabler in this process.
As RVP for Asia & India, how do you see the unique challenges of employee service evolving in high-growth markets like India?
India’s business landscape is changing rapidly, driven by digital acceleration and surging demand for agility. This pace presents unique challenges for employee service—organisations must evolve their support models while maintaining engagement and productivity. The ambition and dynamism of India’s workforce are to be admired, yet such pace often leads to pronounced burnout. A 2024 study by UKG Workforce Institute revealed that 78% of employees in India experience some form of job burnout, ultimately hindering long-term performance and customer satisfaction.
Business leaders are recognising that enhancing employee experience is pivotal to driving both employee engagement and business performance. According to our latest EX Trends report, 83% of HR leaders globally now see it as a top business priority. Yet, there’s a clear gap between intention and execution. More than half say their EX-related software is outdated and difficult to use, while 71% admit that the service they receive as customers surpasses the support they get as employees.
The path forward requires bridging this intention/action gap with AI-powered employee service platforms and the right leadership mindset. Technology can enable HR and IT teams to deliver proactive, always-on support at scale, but it’s just as essential for leaders to foster a culture of transparency, feedback, and continuous improvement. By combining smarter tools with deliberate leadership, organisations are equipped to support their people while navigating the evolving realities of high-growth markets like India.
From a regional leadership perspective, what trends are you observing in how Indian companies are adopting AI to support their internal teams?
India’s AI market is forecasted to reach $17 billion by 2027, and one of the main drivers is the rise in enterprise tech investments. While most companies have typically focused on improving customer experiences, employee experience is simultaneously becoming a top priority.
We are seeing Indian companies embrace AI with tremendous ambition, with leaders increasingly applying customer service principles to internal operations–an intentional move to boost employee engagement, productivity and satisfaction. With AI deployed to automate repetitive HR and IT queries, streamline workflows, and make knowledge more accessible across distributed teams, employees are empowered to focus on high-value, strategic work while reducing bottlenecks and administrative friction.
What businesses are looking for now are AI tools that are easy to integrate, intuitive to use, and deliver immediate value to employees.
How do you tailor Zendesk’s strategy to address the distinct needs of HR and IT departments across diverse markets in Asia, especially India?
In diverse and fast-evolving markets like India, a one-size-fits-all approach to HR and IT is rarely effective. We see priorities and pain points differ not just between companies, but within organisations–depending on workforce size, digital maturity, and the pace of growth. Our strategy is underpinned by two core principles: flexibility and ease of use.
Our solutions are designed to be quick to deploy and highly customizable, enabling organisations to tailor workflows, automation, and access to suit their unique requirements with minimal technical barriers–thanks to our low- to no-code platform. This enables organisations, whether startup or enterprise, to adapt their internal service operations rapidly as business needs shift. To further support scalability, our outcome-based pricing allows companies to align their investment with changing priorities, ensuring they only pay for successful outcomes and can forecast costs more predictably.
Recognising that IT departments often require specialised capabilities, we extend our platform through our robust tech alliance partner network. This allows organisations to integrate best-in-class tools, address complex IT support scenarios, and create a seamless experience across the wider digital ecosystem.
Recent research by ADP shows workforce engagement in India dropped to 19% in 2025, down from 24% the year before, highlighting the importance of equipping HR and IT teams with accessible, adaptable tools. Ultimately, we want to enable internal teams to deliver the same quality of service to employees that businesses provide their customers.
What role does regional leadership play in bridging the gap between employee experience and customer satisfaction across different markets?
Regional leadership is crucial in shaping a unified vision where employee and customer experience are recognised as mutually reinforcing priorities. Gallup’s State of the Global Workplace report demonstrates that higher employee engagement is linked to increased profitability, customer loyalty and productivity. Additionally, our EX Trends Report found that 84% of global HR leaders view EX as a competitive differentiator.
Closing the gap between employee and customer experience requires leadership that champions both strategy and execution. This means moving beyond departmental silos and making EX a shared priority across the entire leadership team. This cross-functional commitment strengthens workplace culture and directly impacts business outcomes.
Technology is a critical enabler in this process. AI-powered employee service platforms empower organisations to deliver proactive, instant support at scale, reduce internal friction, and ensure employees get the help they need, when they need it.
When leaders pair robust tools with a culture of feedback and visible accountability, they not only streamline internal operations but also set the stage for improved customer satisfaction.
How do you evaluate the success of AI-driven employee experience initiatives from a regional business performance standpoint?
Evaluating AI-driven employee experience initiatives requires both qualitative and quantitative measures. While employee satisfaction offers critical insight, it’s equally important to examine productivity gains, improvements in service response, and increased engagement. Usage rates of EX tools, reductions in resolution times, and easier access to internal support collectively signal improved outcomes.
In addition, advanced analytics within AI-powered platforms reveal trends and highlight areas for further refinement, enabling organisations to quantify impact and the return on investment. By routinely analysing these metrics, businesses can ensure their employee experience strategies are delivering tangible, sustained improvements to team performance and broader business success.
What advice would you offer to regional business leaders looking to drive digital transformation while maintaining team engagement and alignment across varied markets?
Successful digital transformation begins with a deep understanding of employee needs and the realities of daily work. Regional leaders should prioritise listening–engaging employees early, gathering diverse perspectives, and surfacing real challenges. Involving teams in the co-creation of new tools and processes not only builds trust but also cultivates a sense of ownership and alignment as changes are rolled out.
Equally important is choosing technology that is intuitive, adaptable, and easy to integrate and maintain. When employees find solutions straightforward and genuinely helpful, adoption and engagement tend to follow naturally. Creating open channels for ongoing feedback allows organisations to adjust and improve over time, making transformation more sustainable and responsive to local market nuances.
Clear communication about the ‘why’ behind new initiatives, regular updates on progress, and recognition of early successes all help maintain alignment and motivation. Ultimately, digital transformation should remove friction from work and empower employees to do their jobs effectively. When employees have the right tools and support, they can focus their energy on driving real progress and meaningful business outcomes.
