KUALA LUMPUR, Malaysia, March 15, 2013 /PRNewswire/ -- Frost & Sullivan recently hosted the 5th Annual Customer Interaction Malaysia Summit from the 14-15 March 2013 at the DoubleTree by Hilton, Kuala Lumpur. In an increasingly complex environment, improving customer experience continues to be top priority for businesses that are revenue and profitability driven. Hence, it is difficult for businesses to sustain operational excellence when customer voice is ever more present in a multi-channel environment. Business leaders' understanding of customer profiles and behaviour is essential in achieving and sustaining greater customer loyalty. This in turn requires the creation of new operation models to ensure their people, processes, infrastructure, and governance are in place to drive optimal customer interactions.The two-day summit opened with remarks by Mr. Pranabesh Nath, Research Manager, Enterprise Communications & Contact Centers, Frost & Sullivan. In his welcome address, Mr. Nath focused on trends and issues that are shaping and transforming customer interaction. "The Malaysian customer contact and interaction industry continued its growth trajectory in 2012 and 2013, both in terms of equipment sales as well as in terms of agents and seats. End- customer touch points are witnessing a shift however, especially with the influx of new channels such as mobile and social, with implications for customer service organizations," he observed.He continued, "The industry is also beginning to re-look at their operations with a view towards the viability of cloud and outsourcing models. These are interesting times in the market, and best practices for operations and customer service have become especially important to stay competitive in a fast changing landscape." Throughout the summit, Frost & Sullivan and other the industry experts discussed how businesses can optimize their customer experience, with presentations and interactive panel discussions on Mega Trends and their impact on customer expectation, the advantages of cloud computing, the power of social networks and the usage of multi-channel strategies. Presenters and participants included industry experts from AIA, CCAM, Celcom Axiata, Groupon Malaysia, IASA, Interactive Intelligence, Jabra, KPJ Healthcare, LivePerson, Malaysia SME, Oracle, Orange Business Services, SAP Asia, Sime Darby, Tenaga Nasional, UM Specialist Centre, VADS, and Zalora Malaysia.For more details on this summit email your request to firstname.lastname@example.org or visit http://www.frost-apac.com/ci/malaysia/. Interactive Intelligence, LivePerson and Oracle are Gold Sponsors while Jabra, Orange Business Services and SAPare Partner Sponsors. Six Degrees is an Exhibitor Sponsor. Business Today, Digital News Asia, Malaysia SME, MSME News Network, Redberry, The Malaysian Reserve, The Malay Mail, Unreserved and Top 10 of Malaysia are Media Partners. Customer Relationship Management and Contact Centre Association of Malaysia (CCAM) and IASA are Supporting Organizations for the summit.