India’s Customer Experience (CX) Landscape: New Survey Benchmarks 400 Leading Companies Across 10 Sectors

Kyndryl, a leading provider of mission-critical enterprise technology services, in collaboration with Nasscom and Twimbit, released the State of CX India 2025 report, a comprehensive benchmarking study evaluating customer experience maturity across 400 of India’s leading companies spanning 10 industry sectors, at the Bengaluru Tech Summit 2025.

Key Findings

• India CX Index 2025: The national average CX score stands at 3.17 out of 5, reflecting steady progress but highlighting significant opportunities for improvement.
  
  
• Top Performing Sectors: Telecom (3.70), E-commerce (3.65), and Logistics (3.64) lead in digital integration and operational reliability, while Healthcare (2.77) and Retail (3.01) lag due to fragmented journeys and empathy gaps.
  
  
• CX Stars: Taj Hotels and Bharti Airtel top the list with “Exceptional” CX mastery (4.51), followed by Axis Bank, ICICI Bank, Reliance Jio, and others recognized for advanced CX practices.
  
  
• Experience Pillars: Digital experience (3.21) and employee experience (3.19) are strengths, while service (3.10) and brand experience (3.18) show room for growth, especially in authenticity and emotional intelligence.
  
  
• Six Forces Reshaping CX: Hyper-personalization, self-service innovation, customer journey optimisation, AI innovation, omnichannel orchestration, and employee empowerment are driving transformation.

“As India’s digital economy accelerates towards a $1 trillion milestone, customer experience will be foundational to sustaining that growth. The State of CX India survey 2025, sets the gold standard for CX maturity, by evaluating organizations across four critical pillars of customer experience: digital experience, service experience, employee experience, and brand experience. The initiative places customer-centricity at the heart of business transformation, not just for a few companies, but for the entire ecosystem,” said Shaon Sengupta, Kyndryl Vital Leader, Kyndryl India.

Indian enterprises have built robust digital and operational foundations, yet closing the gap with global leaders will require a stronger focus on emotional intelligence, unified CX ownership, and empowering frontline teams. The report recommends eight actionable steps for organizations to achieve exceptional customer experience, such as integrating brand purpose into experience design, scaling AI with empathy, and fostering employee empowerment. It also highlights the need for institutionalizing CX as a board-level strategy and developing “AI with Empathy” as a national capability, for positioning India to emerge as a global CX superpower.