Experience

DBS Bank

• Singapore
• Banking
• 700 & Above Employee

• Executive Director - Head of CX, Consumer Banking

  • May 2022 - Present

• Senior VP - CX Measurements, Consumer Banking

  • May 2016 - May 2022

  ROLES & RESPONSIBILITIES:Govern the regional framework of tracking and reporting CX across 150+ consumer touchpoints and products, from Retail to Private BankRepresent the Voice of Customer for Regional Consumer Banking Group to Senior Management and Business Units Manage a team of 10 internal Qualtrics specialists across key DBS markets who architect survey experience and data visualization on the Qualtrics-DBS platform for bank wide sharingProvide advisory across DBS (e.g. HR, Corporate Banking) on all Qualtrics-related mattersKEY ACHIEVEMENTS: Digitalised a 10-year old traditional CX feedback programme by bringing in a nimble, world-class CX management platform (Qualtrics) that allows DBS to transform and scale our feedback management system, delivering 66% cost savings while expanding the scope by >60% Revolutionized the way customer feedback and verbatims are shared bank wide - from real-time survey feedback, to data visualization & classification of large amounts of verbatims, to closing of feedback loop with customersTogether with 25 Voice of Customers champions across markets, galvanized stakeholders to focus on customers’ feedback, identify root causes and take remedial actions to address pain points; thereby embedding a culture of customer obsession within DBS Show less

• Vice President- Consumer Research, Group Branding & Communication

  • Nov 2012 - Apr 2016

  Drives optimization of the regional brand and advertising tracking study for DBS Group. Besides monitoring brand performance against KPIs, I ensure that other sources of data are integrated to form a holistic brand health evaluation, that business partners leverage takeouts to shape initiatives, and that action plans arising from tracking reports are followed through.Identifies and implements new research platforms and tools that increase efficiency and productivity, such as new crowdsourcing tools.Partners and advises Product and Marketing teams to develop appropriate research solutions that address their information needs. Business partners include senior stakeholders in Cards, Secured Loans, Wealth Management and T&O. Research solutions include traditional research such as focus groups and online surveys, and non-traditional research such as social listening and neuroscience.Leads the end-to-end research process across all projects, from clarifying objectives, formulating appropriate design, reviewing reports for actionable recommendations, to delivering presentations and assisting in follow-through of action plans.Drives overall Operational Risk Management and Control agenda for GSMC across the region, establishing risk event escalation process and ensuring all 90+ GSMC staff are familiar with risk policies. Show less



Millward Brown

• United States
• Business Consulting and Services
• 1 - 100 Employee

• Account Director

  • Mar 2004 - Nov 2012

  Led various successful client relationships across Asia-Pacific and Global regions. Responsible for overall client consultancy, research design and analysis. Key accounts include: - Unilever (6 regional and global categories including Skincare, Haircare, Ice-Cream and Foods) - PepsiCo International (10 countries in Asia-Pacific, Middle East & Africa) - Singapore Tourism Board (Asia-Pacific, Middle East, Europe & America) - Prudential (Asia) - Procter & Gamble (Asia) - Nestle (Asia) Repertoire of methodologies and techniques include brand health tracking, advertising testing, 360° media evaluation, digital campaign evaluation, product & concept testing, segmentation studies, usage & attitude studies, focus group discussions and in-depth interviews. Responsible for business development with new and existing clients and profitability of projects, with specific revenue and profitability targets. Managed a total of 19 staff (managers and executives) in my 8+ years, and was known as the director with the lowest staff turnover in my teams Other leadership roles: 1./ Digital Champion – Jan to Dec 2011 In charge of training the office on digital research tools and sharing digital expertise/ knowledge. Targeted to bring in US$300k of digital business within 2011 - and succeeded. 2./ Data Processing Champion – Jan to Dec 2009 Acts as liaison between client servicing teams and data processing teams, and is the source of advice on data processing to analysts. Internal trainer for data processing related modules. 3./ Brand Health Tracking Champion – Jul 2005 to Jun 2006 Acts as advisor and source of analytical and technical advice to the office on Brand Health tracking studies. Show less



Singapore Airlines

• Singapore
• Airlines and Aviation
• 700 & Above Employee

• Flight Stewardess

  • Jun 2001 - Mar 2004

  Provided world class in-flight services to passengers, both in Economy and Business class, travelling on Singapore Airlines on a variety of routes, ranging from Asia-Pacific to the United States. Received Best Trainee Award and numerous customer accolades. Provided world class in-flight services to passengers, both in Economy and Business class, travelling on Singapore Airlines on a variety of routes, ranging from Asia-Pacific to the United States. Received Best Trainee Award and numerous customer accolades.



Burson-Marsteller

• United States
• Public Relations and Communications Services
• 500 - 600 Employee

• Intern

  • Jun 2000 - Dec 2000

  Managed media-relation activities such as press conferences and product launches, ensuring media attendance and answering media queries. Media monitoring for clients on major publications to keep track of media mentions of clients, their key competitors, and major industrial news. Offered a permanent job after my graduation though I declined the offer in order to work with Singapore Airlines. Managed media-relation activities such as press conferences and product launches, ensuring media attendance and answering media queries. Media monitoring for clients on major publications to keep track of media mentions of clients, their key competitors, and major industrial news. Offered a permanent job after my graduation though I declined the offer in order to work with Singapore Airlines.