India's Biggest CX Benchmark Just Got Bigger: 500 Companies to be Studied
Twimbit, Nasscom, and Kyndryl launch The State of CX India 2026 to benchmark 500 companies and track India's customer experience evolution.
In a major move to map the evolution of customer satisfaction across the nation, Twimbit, Nasscom, and Kyndryl have announced the launch of The State of CX India 2026. This independent benchmarking study aims to provide a comprehensive look at how businesses are managing customer journeys, expanding its scope to evaluate 500 customer-facing companies across various industries.
The initiative builds upon the foundation laid by the 2025 edition, which analyzed 400 companies across 10 sectors. That previous study established a national Customer Experience (CX) Index of 3.17 out of 5, providing a critical baseline for the Indian market.
Recapping the 2025 CX Landscape
The previous year's data revealed a landscape where technological advancement was outpacing the actual human experience. While India had made significant strides in digital infrastructure, the practical application of these tools often fell short of consumer expectations. The 2025 scores across the four core pillars were as follows:
- Digital Experience: 3.21 out of 5 (The strongest pillar)
- Employee Experience: 3.19 out of 5
- Brand Experience: 3.18 out of 5
- Service Experience: 3.10 out of 5
While companies were successfully building digital platforms, the data suggested a struggle to make these interactions consistently responsive, useful, and "human" throughout the customer journey.
Industry Winners and Laggards
The 2025 study highlighted a massive disparity in how different sectors handle customer interactions. High-performing sectors included:
- Telecom: 3.70
- E-commerce: 3.65
- Logistics: 3.64
Conversely, sectors like Healthcare (2.77) and Retail (2.96) faced significant challenges, particularly regarding service consistency, digital integration, and the seamlessness of the customer journey.
What to Expect in the 2026 Study
The 2026 assessment is designed to be more ambitious and multi-dimensional than its predecessor. By increasing the sample size to 500 companies, the study seeks to capture a wider variety of industries and consumer touchpoints.
Key enhancements for the 2026 edition include:
- Voice of the Customer: Unlike previous versions that relied heavily on secondary research, the 2026 study will integrate direct customer insights to understand how brand efforts are actually perceived by the public.
- Deep Dive into AI: The study will move beyond simple chatbot metrics to investigate how organizations are leveraging Artificial Intelligence for personalization, predictive experiences, and employee enablement.
- Four-Pillar Evaluation: The assessment will continue to measure success through the lenses of Digital, Service, Brand, and Employee experiences.
As India moves toward a more digitally-driven economy, the central question for the 2026 report remains: Has the country successfully turned its massive digital investments into meaningful, high-quality customer experiences?