C
Customer First
The C represents our unwavering commitment to putting customers at the center of every experience. Every innovation, partnership, and initiative begins with creating meaningful value for the people we serve.
About Us
Championing the Future of Customer Experience in the Philippines
For 25 years, Customer Xperience Association of the Philippines (CXAP) has served as the voice of the Philippine customer experience industry—bringing together industry leaders, government, academe, and ecosystem partners to strengthen the country’s position as a global leader in customer experience.
Formerly known as the Contact Center Association of the Philippines (CCAP), our organization continues to evolve alongside the industry we represent—driving innovation, developing future-ready talent, and championing the growth of a human-powered, AI-enabled customer experience ecosystem.
From CCAP to CXAP
A new name for the same commitment.
The customer experience industry has evolved far beyond the traditional contact center. Today's organizations create seamless customer journeys through the convergence of people, technology, artificial intelligence, analytics, automation, and digital innovation. As the industry transformed, so did the organization representing it.
To better reflect this broader mandate, the Contact Center Association of the Philippines (CCAP) officially became the Customer Xperience Association of the Philippines (CXAP).
While our name has changed, our commitment remains the same — to unite the industry, champion innovation, and position the Philippines as the global leader in customer experience.
CCAP
CXAP
Customer Xperience Association of the Philippines
The Meaning Behind CXAP
Every letter tells our story.
Our new identity represents both where we've come from and where we're headed.
X
Transformation & Xperience
The X is formed by two interlocking “C” shapes meeting at the center — a tribute to our roots in the Contact Center industry. Today it represents the convergence of people, technology, innovation, and experience that defines the future of CX.
A
Human at the Core
Within the negative space of the A is a human figure that also resembles a lowercase “i.” This symbolizes one of CXAP’s core beliefs—that while AI continues to reshape industries, people remain the heart of exceptional customer experiences. The rays surrounding the figure, inspired by the colors of the Philippine flag, remind us that human creativity, empathy, and ingenuity continue to power progress.
P
Connection
Embedded within the P is the silhouette of a speech bubble — a symbol of communication, engagement, and meaningful conversations. Customer experience has always been about creating lasting connections between organizations and the people they serve.
Proudly Filipino
Inspired by the colors of the Philippine flag, the CXAP identity celebrates the pride, resilience, creativity, and globally recognized excellence of Filipino talent.
Our Story
More than two decades of industry leadership.
Founded in 2001 by seven pioneering companies, CCAP — now called CXAP — has grown into the country's premier association for the customer experience industry, representing 173 member companies operating across the Philippines. Together, these organizations account for approximately 85% of the industry's workforce and revenues.
As the umbrella organization for the Philippine customer experience industry, CXAP serves as the focal point for collaboration among businesses, government agencies, academia, and industry partners. Through advocacy, capability building, research, and community engagement, we help strengthen the Philippines' position as the world's leading destination for customer experience services.
2001
Founded by seven pioneering companies
173
Member companies across the Philippines
~85%
Of the industry's workforce and revenues
Purpose, Vision, and Mission
Why we exist, the future we seek, and how we will lead.
Our Purpose · Why we exist
To catalyze the Philippines' rise as the global leader in human-powered, AI-enabled customer experience.
Our Vision · The future we seek
A Philippines globally recognized as the leader in human-powered, AI-enabled customer experience.
Our Mission · How we will lead
To align industry, government, and talent to build world-class human + AI capabilitiesand elevate the Philippines' position in global customer experience.
What We Do
Creating value for our members and the industry.
CXAP serves as the catalyst that brings together every part of the customer experience ecosystem through four key areas of impact:
Industry Leadership
We represent the interests of the Philippine customer experience industry through policy advocacy, strategic partnerships, and collaboration with government, academe, and global stakeholders.
Learning & Capability Building
We organize conferences, leadership forums, council programs, certification initiatives, and knowledge-sharing sessions that prepare organizations for the future of customer experience.
Research & Industry Insights
We provide members with timely market intelligence, executive surveys, industry reports, and thought leadership to support informed business decisions.
Community & Collaboration
We foster meaningful connections among member companies through councils, networking opportunities, special interest groups, and industry-wide initiatives that encourage collaboration over competition.
CXAP Board of Directors (2025–2026)
Guided by the industry's senior leaders.
Mitch Locsin
Chairman
PLDT Enterprise
Haidee C. Enriquez
President
MicroSourcing & Beepo
Rommel Regino
Treasurer
Inspiro
Jamea Garcia
Corporate Secretary
Sagility
Cocoy Claravall
Board Director
Globe Business
Julian Valenzuela
Board Director
Visaya KPO
Pushkar Misra
Board Director
Misra Consulting
Steve Emerson
Board Director
Amazon Philippines
Tonichi Achurra-Parekh
Board Director
Concentrix
CXAP Enabling Team
The team behind the association.
Roselle Guinares
Membership and Events Director
roselle@ccap.ph
Aissa Benitez
Membership and Events Manager
aissa@ccap.ph
Kris Aliga
General Accountant
krischarlene@ccap.ph
Arianne Arenas
Marketing and Communications Specialist
arianne@ccap.ph
Gail Eustaquio
Research and Data Analytics Specialist
gail@ccap.ph
Dani Lintag
Council Affairs Lead
dani@ccap.ph
Jesika Parman
Events Engagement Specialist
jesika@ccap.ph
Raj Reyes
Council Affairs and Administration Specialist
ruth@ccap.ph
Gen Vargas
Bookkeeper
gen@ccap.ph
Jun San Jose
Utility
Join the CXAP Community
Together, we're shaping the future of customer experience.
Become part of the organization shaping the future of customer experience in the Philippines. Whether through industry advocacy, learning, collaboration, or innovation, CXAP provides a platform where organizations come together to lead meaningful change and create lasting impact.