As Malaysia embraces digital transformation, businesses are realising that great customer experience is key to staying competitive. Consultancies like CXICON Sdn Bhd are leading this shift by helping companies modernise operations, streamline systems, and prioritise customer needs. Through customised software services tailored to the clients business needs such as an OMNI-related CRM Software integration, journey mapping, and service training to track, monitor, and understand their client’s customer journey. CXICON (short for Customer Experience Icon) delivers practical, tech-driven solutions that improve how brands connect with their audiences.
In a fast-moving, experience-led market, expectations are higher than ever. CXICON bridges the gap between business goals and user satisfaction, enabling companies to deliver seamless, human-centred interactions across all touchpoints. With a hands-on and agile approach, the firm helps Malaysian businesses not just keep up but stand out.
The Story Behind CXICON
Every successful business begins with a clear purpose—and for Darren Fernandez, Founder and Managing Director of CXICON Sdn Bhd, that purpose was forged through over 15 years of experience in the corporate world. His journey spanned roles in a sales performance consultancy at Avanza Sdn Bhd (now known as Renoir Avanza), the automotive industry under Sime Motors Group, and the telecommunications sector at Maxis Berhad.
Throughout his career, Darren was fortunate to be mentored by several distinguished leaders who helped shape his approach to business and leadership. These include Mr. Darren Kenneally, Managing Director of Avanza; Mr. Cheng Seng Fook, then-Managing Director of Federal Auto Holdings Berhad; Tuan Syed Ahmad Muzri, current Managing Director of Sime as well as Inokom and Sime Distribution Malaysia; and Mr. Lee Eu San, also then-Managing Director at Sime. Their guidance instilled in him a deep commitment to delivering exceptional customer experiences and fostering strong stakeholder engagement.
Ultimately, these lessons and inspirations led Darren to pursue his own entrepreneurial path—founding CXICON to reflect his values, vision, and unwavering dedication to delivering meaningful, transformative experiences.
“My time at CX taught me a valuable truth: that cultivating a meaningful customer experience starts from within. It begins with building authentic connections and setting a clear intention—not just to serve the customer, but to uplift the company as well. When service is delivered with genuine care and purpose, it creates an impact that lingers far beyond the moment. That’s what I wanted to build: a support system that truly embodies that belief," he shares.
That led to the founding of CXICON in 2017 a consultancy built on the conviction that customer experience isn’t just a department, but a strategy that drives sustainable growth across every touchpoint within the organization and those around them.
Drawing from his industry experience, Darren saw a market gap: while many businesses focused on sales and operations, there was an element that could be improved in the customer journey, both internally and externally.
“Customer experience isn’t solely about the end user — it begins internally, with your team. Their sense of purpose, emotional connection, and alignment with your brand directly influence how your customers feel. When your people are engaged, empowered, and inspired, they become your strongest brand ambassadors, delivering experiences that resonate authentically and consistently. A great customer experience is, at its core, a great employee experience.”
Today, CXICON brings this vision to life through smart digital marketing, custom-built tech solutions, and service-driven strategies, helping businesses grow while keeping people at the centre of it all. From a one-man venture to a growing consultancy, Darren’s mission remains unchanged: to make customer experience the foundation of lasting success.
Designing Digital Experiences, Delivering Real Impact
In today’s fast-paced digital world, businesses that connect meaningfully and consistently with people have the edge. That’s where CXICON shines, combining strategy, creativity, and tech to make customer experience the heart of business growth.
CXICON’s strength lies in integrating three key services into one agile ecosystem:
Social Media Marketing: Building digital presence through creative content and data-driven strategies.
IT & Software Development: Creating custom tools like CRMs, websites, and apps to support digital transformation.
Customer Support Call Centre: Enhancing service touchpoints so customers feel valued at every stage.
This seamless approach allows CXICON to design intuitive, human-centred digital journeys that drive real results.
From Hospitals to Highways
Trusted by industry leaders across healthcare and automotive sectors, CXICON has built a strong reputation for delivering transformative customer experience solutions. From developing enterprise-grade CRM systems for major healthcare networks to driving high-impact digital content strategies for renowned automotive brands, CXICON continues to shape how organizations connect with their audiences. Through strategic collaboration, technology, and storytelling, the company empowers its partners to elevate their brand presence and customer engagement.
Backed by innovation, a people-first mindset, and an entrepreneurial culture, CXICON continues to deliver impactful, experience-led solutions that help brands thrive in a digital-first world.
CXICON’s Entrepreneurial Edge
Success goes beyond getting the job done, it's about cultivating a mindset. With a lean team, the company has built a culture where everyone thinks and acts like an entrepreneur. This rewarding approach fuels accountability, innovation, and long-term growth:
1. Thinking Like Owners
From day one, CXICON has avoided micromanagement. Team members set their own priorities, manage flexible schedules, and deliver results with purpose. They’re also rewarded through a profit-sharing system tied to the clients or projects they lead making every win a shared success.
Lean, Agile, and Trusted
Since 2017, CXICON has grown steadily thanks to a reliable network of long-time partners from designers to developers and creative teams. This lean structure enables efficient operations while maintaining high-quality delivery. Many clients have remained loyal beyond 5 years, a clear sign of trust, strength and consistency.
Built for the Long Run
With a no-debt policy and smart resource management, CXICON has scaled sustainably, combining digital marketing, IT solutions, and proprietary tech. By fostering ownership and empowering its people, the company continues to grow with grit, values, and vision proving that real resilience starts from within.
CXICON’s Climb to SME100
CXICON’s journey to the SME100 Award reflects resilience, purpose, and a people-first culture. Darren credits the win to a driven, youthful team empowered to think like entrepreneurs.
Client retention through exceptional service has been key to CXICON’s growth. A “duplication culture” where knowledge is shared and roles are cross-trained ensures agility and teamwork across the lean organisation.
Darren’s hands-on leadership and commitment to nurturing talent have shaped CXICON into a purpose-driven consultancy. The SME100 Award is not just recognition, it marks a meaningful milestone in the company’s journey from the ground up.
Eyes on the Future: IPO and Recognition
While an IPO remains a long-term vision, CXICON continues to prioritise building a strong and sustainable foundation. That commitment to resilience was put to the test during the pandemic — yet the team’s employment remained secure, with remuneration packages fully preserved. Beyond that, morale was uplifted through thoughtful gestures, such as surprise ice cream deliveries, upgraded home monitors, and regular virtual check-ins that kept the team connected and supported.
Recognition like the SME100 Award has since boosted the company’s credibility and opened new doors.
“It’s more than a badge, it validates our work and motivates us to aim higher,” says Darren.
His advice to fellow SME founders? “Know your why — and hold on to it.” At CXICON, this belief is embodied in the ethos Always from Within — a reminder that true growth begins with clarity, purpose, and inner strength.
He also believes in the power of intention: what you put out into the universe can be manifested. The human mind is powerful — trust it, feed it, and stay the course. Whether you’re scaling up or just starting out, never underestimate the energy of consistency and grit. After all, at CXICON, it’s always about #kecikecikhustling — small steps, big moves, every day.
Learn how CXICON is growing from within and turning challenges into milestones here.
This series of Business Stories is in collaboration with the SME100 award.
The views expressed here are those of the author/contributor and do not necessarily represent the views of Malaysiakini.
