Announcement

Twimbit, in partnership with Nasscom and Kyndryl, has launched The State of CX India 2026, an independent customer‑experience benchmarking study that will assess 500 customer‑facing companies across India. The study builds on the 2025 edition, which evaluated 400 companies across ten industries and established a national CX Index of 3.17 out of 5.

2025 Benchmark Recap

In 2025, India’s overall CX score was 3.17/5. The four CX pillars recorded the following scores:

  • Digital Experience: 3.21 (strongest pillar)
  • Employee Experience: 3.19
  • Brand Experience: 3.18
  • Service Experience: 3.10 (lowest pillar)

The report noted that while companies were improving digital channels and platforms, challenges remained in delivering consistently useful, responsive, and human experiences throughout the customer journey.

Industry Performance in 2025

  • Telecom: 3.70
  • E‑commerce: 3.65
  • Logistics: 3.64
  • Automobile, Insurance, Travel & Hospitality: identified as pace‑setting industries (specific scores not disclosed)
  • Healthcare: 2.77
  • Retail: 2.96

These figures highlighted gaps in service, digital integration, and journey consistency, especially in Healthcare and Retail.

Observations on CX Maturity and AI

The 2025 analysis described CX maturity in India as uneven, with some sectors having strong digital and operational foundations while others faced fragmented journeys and inconsistent service. AI was recognized as a strong foundational pillar for future CX initiatives, but the report questioned whether companies were prepared to adopt AI at scale.

2026 Study Enhancements

The 2026 assessment will continue to evaluate organisations across the same four pillars—Digital, Service, Brand, and Employee Experience—but will add two major components:

1. Voice of Customer (VoC) insights alongside secondary research and benchmarking, providing a fuller picture of how customers perceive the experiences.

2. Deeper AI analysis, moving beyond chatbot adoption to examine AI usage in personalisation, customer support, predictive experiences, and employee enablement.

Methodology and Scope

The expanded sample of 500 companies will cover a broader set of industries and customer‑facing organisations, aiming to capture changes since the 2025 baseline and to identify where CX has improved or still lags.

Media Contact

Janki Oza – Marketing & Communications Executive, Twimbit