Malaysia Customer Experience Business Process Outsourcing Market Size, Share, Trends, Industry Analysis Report: By Services (Inbound and Outbound), Type, Support Channel, and End Use – Market Forecast, 2025–2034

Malaysia Customer Experience Business Process Outsourcing (CX BPO) Market Overview

The Malaysia customer experience business process outsourcing market size was valued at USD 1,413.13 million in 2024. It is expected to grow from USD 1,579.49 million in 2025 to USD 4,401.22 million by 2034, at a CAGR of 12.1% during 2025–2034.

Malaysia customer experience business process outsourcing (CX BPO) refers to the delegation of customer-centric functions such as support, service, and engagement to third-party providers operating within Malaysia. The Malaysia CX BPO market demand is rising as companies increasingly recognize the country’s value proposition, especially its multilingual talent pool and cost competitiveness. Malaysia offers seamless customer service for diverse markets with a workforce proficient in English, Mandarin, Malay, Tamil, and other regional languages. According to MIDA's 2022 report, Malaysia's education system includes 20 public universities, 80+ private universities, and 1,400+ TVET colleges across ministries, supported by government initiatives to strengthen workforce development across all industries. This multilingual capability improves communication and it also strengthens customer satisfaction and brand loyalty. Coupled with a favorable cost structure that delivers high-quality services at competitive rates, Malaysia remains an attractive destination for outsourcing customer experience operations.

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Malaysia offers excellent connectivity to major regional economies, enabling efficient service delivery and faster response times. The country's well-developed digital and telecommunications infrastructure further support the reliable execution of omnichannel customer engagement strategies. Strategic public-private partnerships continue to improve Malaysia's digital ecosystem, creating an even stronger foundation for customer experience operations. In March 2024, EDOTCO Malaysia and Kejuruteraan Rasshin collaborated to advance Sarawak's (Malaysian state) digital transformation, supporting the Sarawak Digital Economy Blueprint 2030 through improved telecom infrastructure and connectivity. This geographical and technological advantage makes Malaysia a preferred hub for regional and CX operations, further boosting the Malaysia customer experience business process outsourcing market development.

Malaysia Customer Experience Business Process Outsourcing Market Dynamics

Rising Government Support for BPO Sector

The Malaysian government is implementing initiatives that foster a conducive ecosystem for BPO growth, such as investment incentives, digital transformation frameworks, and workforce upskilling programs. In February 2025, a report by MIDA stated that Malaysia received USD 123.5 billion in approved investments in the service sector, compared to 456.7 billion in other sectors. These efforts aim to improve service delivery capabilities, encourage foreign investments, and position Malaysia as a competitive outsourcing destination. The government plays a key role in strengthening Malaysia’s appeal for enterprises seeking high-quality customer experience solutions by supporting infrastructure development and nurturing digital talent. Thus, the rising government support for BPO sector boosts the Malaysia CX BPO market growth.

Increasing Adoption of Cloud-Based Solutions, AI, and Automation Technologies

The adoption of cloud-based solutions, AI, and automation technologies is transforming Malaysia’s CX BPO landscape. In March 2025, Maxis launched Mia, a Gen AI-powered business concierge developed with AWS. The intelligent assistant provides 24/7 roaming support, smart recommendations, and conversational service management via the Maxis Business Hub, improving digital customer experiences for Malaysian enterprises. These technologies enable service providers to streamline operations, reduce response times, and deliver highly personalized customer interactions. The integration of AI-driven tools such as chatbots and sentiment analysis allows for intelligent issue resolution and continuous process optimization. Cloud computing offers scalability and flexibility, supporting real-time collaboration and seamless service delivery across multiple channels. This digital evolution boosts operational efficiency and enhances the overall customer experience. Hence, the increasing adoption of cloud-based solutions, AI, and automation technologies contributes to the lucrative Malaysia customer experience business process outsourcing market opportunities.

Malaysia Customer Experience Business Process Outsourcing Market Segment Insights

Malaysia CX BPO Market Assessment by Support Channel

The Malaysia customer experience business process outsourcing market segmentation, based on support channel, includes voice and non-voice. The voice segment dominated the Malaysia customer experience business process outsourcing market share in 2024 due to its critical role in fostering direct and personalized interactions between businesses and their customers. Voice-based services continue to be a preferred communication channel for handling complex inquiries, emotional concerns, and high-touch service requirements, particularly in sectors such as banking, telecommunications, and healthcare. Malaysia’s strong multilingual workforce, fluent in languages such as English, Mandarin, and Malay, further strengthens the voice segment by enabling high-quality customer support across diverse markets. The ability to deliver empathetic and real-time assistance through voice channels has made this segment essential for improving customer satisfaction and loyalty and driving economic growth.

Malaysia CX BPO Market Evaluation by Service

The Malaysia customer experience business process outsourcing market segmentation, based on service, includes inbound, and outbound. The inbound segment is expected to witness the significant growth during the forecast period, driven by the increasing emphasis on customer-centric service models and 24/7 support operations. Inbound services, which include customer inquiries, technical support, and order management, are becoming increasingly critical as businesses prioritize seamless and responsive customer engagement. Malaysia’s reliable infrastructure, skilled support teams, and growing adoption of digital tools contribute to the efficient handling of high-volume inbound communications. The demand for high-quality inbound support continues to rise, positioning this segment as a key contributor to the Malaysia CX BPO market growth since organizations shift their focus from transactional to experience-driven interactions.

Malaysia Customer Experience Business Process Outsourcing Key Market Players & Competitive Analysis Report

The competitive landscape of Malaysia customer experience business process outsourcing market is shaped by a mix of specializers and local players competing through innovation, strategic partnerships, and domestic expansion. Companies leverage advanced R&D, digital transformation, and scalable delivery networks to meet Malaysia’s growing demand for AI-driven customer service, omnichannel solutions, and automation. Meanwhile, Malaysian BPO providers such as Daythree Digital Berhad, SCICOM, and VADS Berhad focus on cost-effective, culturally attuned solutions, capitalizing on the country’s multilingual talent pool and government incentives for outsourcing hubs. Malaysia CX BPO market trends highlight rising demand for disruptive technologies (chatbots and analytics) and business process digitization, fueled by Malaysia’s economic growth, pro-business policies, and SME digital adoption. Players such as Concentrix, Teleperformance, and TDCX strengthen their Malaysia customer experience business process outsourcing market share through mergers and acquisitions, and partnerships with local firms. Competitive strategies include post-merger integration, pricing optimization, and sustainability initiatives to align with Malaysia’s BPO roadmap and ESG goals. Revenue growth analysis reveals opportunities in high-value sectors (fintech, healthcare outsourcing), with competitive benchmarking emphasizing agility, talent upskilling, and hybrid delivery models. A few key major players are Cognizant Technology Solutions Corp., Concentrix Corporation, Daythree Digital Berhad, Foundever, HelpSquad LLC, Hugo Customer Ltd, iEnergizer Limited, SCICOM (MSC) BERHAD, SRG Asia Pacific Sdn. Bhd, Sutherland Global Services Inc., TDCX Inc., Teleperformance Group, and VADS Berhad.

Cognizant Technology Solutions Corporation, headquartered in Teaneck, New Jersey, is a provider of information technology, consulting, and business process outsourcing services. Founded in 1994, Cognizant operates across diverse industries, such as healthcare, financial services, manufacturing, and technology. Cognizant is renowned for its focus on digital transformation, offering services such as cloud computing, artificial intelligence (AI), and enterprise modernization. In Malaysia, Cognizant has strengthened its presence by establishing a Regional Hub in Kuala Lumpur and delivery centers in Cyberjaya. These facilities serve as key components of Cognizant’s Customer Experience Business Process Outsourcing operations. The Malaysian hub includes the first Innovation Experience Lab in ASEAN, a Cognizant-AWS Center-of-Excellence (CoE), and Quality Engineering and Assurance CoE. Cognizant’s expansion in Malaysia reflects its confidence in the region’s talent pool and robust ICT infrastructure.

Sutherland Global Services Inc., headquartered in Rochester, New York, is a global provider of business process and technology management services. Established in 1986, Sutherland offers an integrated portfolio of analytics-driven back-office and customer-facing solutions that support the entire customer lifecycle. The company operates across 40 operation centers and business operations in multiple countries, including Malaysia. In Malaysia, Sutherland leverages its expertise in digital transformation, artificial intelligence, automation, and advanced analytics to deliver customer experience business process outsourcing (BPO) services. These services are designed to enhance customer engagement, operational efficiency, and innovation for clients across various industries such as healthcare, banking, and technology. Sutherland's presence in Malaysia allows it to tap into the region's skilled workforce and robust ICT infrastructure, supporting its mission to unlock digital performance and deliver measurable results for clients. Sutherland creates a powerful synergy that drives transformative outcomes and enduring relationships with its clients by combining human expertise with AI. The company excels in innovation and customer satisfaction, making it a top partner for enhancing business efficiency globally.

List of Key Companies in Malaysia Customer Experience Business Process Outsourcing Market

• Cognizant Technology Solutions Corp.
• Concentrix Corporation
• Daythree Digital Berhad
• Foundever
• HelpSquad LLC
• Hugo Customer Ltd
• iEnergizer Limited
• SCICOM (MSC) BERHAD
• SRG Asia Pacific Sdn. Bhd
• Sutherland Global Services Inc.
• TDCX Inc.
• Teleperformance Group
• VADS Berhad

Malaysia Customer Experience Business Process Outsourcing Industry Development

July 2024: CelcomDigi launched its AI Experience Centre (AiX), a collaborative hub featuring 5G, AI, XR, and metaverse technologies to accelerate digital innovation across industries. Supported by global partners, the facility aims to drive Malaysia's tech ecosystem and startup development.

June 2024, ZALORA launched an AI-powered multilingual chatbot across six Asian markets, developed with Forethought. The intelligent system handles queries through generative AI and natural language processing while offering personalized order support through direct account integration.

Malaysia Customer Experience Business Process Outsourcing Market Segmentation

By Service Outlook (Revenue, USD Million, 2020–2034)

• Inbound
• Outbound

By Type Outlook (Revenue, USD Million, 2020–2034)

• Onshore
• Offshore
• Nearshore

By Support Channel Outlook (Revenue, USD Million, 2020–2034)

• Voice
• Non-voice

By End Use Outlook (Revenue, USD Million, 2020–2034)

• Automotive
• BFSI
• Healthcare
• Manufacturing
• Media & Entertainment
• Others

Malaysia Customer Experience Business Process Outsourcing Market Report Scope