Zenyum’s Playbook: Scaling CX Excellence Across Asia with Bhavin Mehta

How can companies deliver exceptional customer experiences while expanding rapidly across Asia? For Bhavin Mehta, Managing Director, South Asia at Zenyum, the secret lies in seamlessly blending technology, empathy, and local insights. 

In the latest episode of CX Unlocked, Bhavin unveils how Zenyum is transforming dental care into a personalised, frictionless journey—one smile at a time. From AI-powered solutions to navigating cultural nuances, his strategies offer a masterclass in scaling customer experience without compromising quality. 

Listen to the full podcast episode here:

Starting with the Customer 

Bhavin’s customer experience journey began at Citi, where he worked closely with CitiPhone operations during his early sales career. Observing the meticulous processes and customer-first mindset of a legacy organisation shaped his approach: prioritising customer needs over pre-designed solutions. 

“Everything that we did back there was centered around what the customer would want,” Bhavin shares, emphasising the importance of designing experiences with the customer at the core. 

Build Systems That Are Scalable, but Adaptable to Local Needs 

Overseeing operations across eight markets, Bhavin balances Zenyum’s global systems with local execution. Headquarters develop scalable and repeatable frameworks, while local teams adapt these to meet cultural and market-specific demands. 

For example, communication tools vary by region—WhatsApp dominates in Singapore, while Line is preferred in Taiwan. Zenyum invests in localisation, translation, and tailored training to maintain consistent quality while respecting regional nuances. 

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This scalable-yet-adaptable approach has been pivotal to Zenyum’s ability to deliver exceptional experiences across diverse markets. 

AI and the Future of Customer Experience 

For Zenyum, AI has played a significant role in improving the customer journey. Bhavin shares how machine learning reduced a previously manual 24- to 48-hour assessment process to an instant outcome. Customers now submit photos online and receive immediate feedback on their suitability for treatment, improving both the customer experience and Zenyum’s conversion rates. AI has helped Zenyum streamline communication, make smarter decisions, and ensure customers receive a seamless and responsive experience. 

Looking ahead, Bhavin believes AI will make customer experiences more consistent, automated, and personalised. He highlights emerging areas like sentiment analysis, which can customise responses based on tone, and hyper-personalisation, where interactions reflect a deeper understanding of the customer’s journey. 

Empathy at Scale 

In industries like health tech, Bhavin explains that customer experience requires an added layer of care. A dental treatment is not a product that can be returned—it is a personal investment. This makes communication and responsiveness critical. Bhavin shares that bad news should be communicated promptly, and being transparent with customers builds trust. He also notes that when senior leaders personally step in to resolve customer issues, it reinforces to customers that the business genuinely cares about their experience. 

Key Takeaways 

Bhavin’s approach offers actionable insights for businesses scaling their CX efforts: 

• Create scalable frameworks while allowing for local adaptation. 
• Leverage technology to streamline processes and reduce friction. 
• Prioritise empathy and transparency to build trust with customers. 

–> Listen to the full podcast episode