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Prudential

Assistant Director, Customer Experience & Insights

LocationKuala Lumpur
Typefull-time
SeniorityDirector
Experience12+ yrs
Company size10,000+ people
First seenOct 5, 2026 · 6d ago
Verified live1d ago
At a glanceSummarised by Seekless from the posting.
Must have14
Bachelor's with at least 2nd class upper or equivalent in Statistics, Economics, Marketing or Commerce from a reputable university
Experience in customer experience, VOC, NPS management, journey improvement, analytics/insights, marketing, consulting, product management or transformation/project management
At least 12 years of working experience in related roles/industry
Awareness of consumer, commercial products and market trends
Data-driven and analytical mindset, with strong understanding of customer research methods, NPS drivers, journey analytics, root-cause analysis and insight-to-action practices
Strong communication skills and is an excellent team player with strong interpersonal skills
Experience in managing or coordinating customer, brand, market or ad hoc research, including agency management, questionnaire development, findings synthesis and translating research into business recommendations
Good understanding of brand perception, customer communications, digital search and explore journeys, and Marketing-led touchpoints that impact customer experience and NPS
Proven ability to translate customer insights into business action, influence senior stakeholders and drive measurable customer experience improvements across functions
Strong governance, project management and stakeholder management capabilities, with the ability to manage multiple CX initiatives and track progress to closure
Ability to provide senior-level programme governance across CX, VOC, research, dashboard, Group-led and budget-related workstreams, including tracking dependencies, risks, spending and delivery accountability
Ability to connect the dots and has the focus to drive for initiatives on own accord
Able to lead without formal authority, exercising influential leadership to gain buy-in from stakeholders
A positive change agent with a forward-looking mentality
Nice to have3
Exposure in people management would be desirable
Exposure in banking or insurance would be an added advantage
Strong exposure to Customer Experience, rNPS/tNPS, VOC platforms, complaints insights, service recovery and data analytics would be an added advantage
About the company
Prudential’s purpose is to be partners for every life and protectors for every future. Our purpose encourages everything we do by creating a culture in which diversity is celebrated and inclusion assured, for our people, customers, and partners. We provide a platform for our people to do their best work and make an impact to the business, and we support our people’s career ambitions. We pledge to make Prudential a place where you can Connect, Grow, and Succeed.
Responsibilities
Monitor and Track Transactional NPS (Net Promoter Score) across all VOC (Voice of Customer) Program transactional touch points, both current and future state. Work collaboratively with Customer Engagement and Operations Governance & Data Management teams to obtain and analyse the data sets and subsequently drive initiatives for performance improvement.
Drive the implementation VOC survey of identified transactional touch points: Purchase, Claims and Policy Servicing, working together with relevant business stakeholders from Agency Distribution, Partnership Distribution and Transformation and Operations Division.
Conduct quality assurance of relevant transactional touch points such as call centre and branches.
Independent reviewer of customer complaints and feedback escalation monitoring and oversight, working with relevant stakeholders in ensuring we comply with Treating Customer Fairly (TCF)
Customer Dashboard Custodian by analysing, consolidating and coordinate data points for regional dashboard and trend reporting for local management
Setting up a relevant Customer Committee and manage the agenda of the commitee, taking into consideration Transformation and Operations Roadmap, as well as the implementation of TCF Framework by RCL.
Drive a culture of TCF within the Marketing Division, determine a review rhythm in ensuring key initiatives and platform driven by the Marketing Division are TCF-compliant.
Drive Customer Centricity and operate as a change agent to drive transformation towards Customer Centricity, working with relevant stakeholders by deep diving into key customer episodes which will promote a heightened elevation of CX awareness and culture, based on selected verbatim analysis from VOC Program and aligned key customer issues to be enhanced/improved.
ROLE SUMMARY
Lead the Customer Experience agenda for PAMB and support the company’s ambition to achieve 1st quartile NPS performance by driving measurable improvements in relationship NPS (rNPS), transactional NPS (tNPS) and priority customer journey outcomes with support of reporting manager.
This is an orchestration and governance role, not an independent delivery function; the incumbent translates customer feedback, operational data, research findings and verbatim insights into clear priorities, and holds the relevant business owners accountable for delivering experience improvements across key journeys and touchpoints.
Own and enhance the VOC listening architecture across relationship and transactional measures, covering priority episodes such as purchase, claims, policy servicing, sales and servicing, complaints and digital journeys. Partner with Distribution, Customer Engagement and Operations, Digital, Analytics, Marketing and other business stakeholders to embed customer insights into decision-making and ensure clear functional ownership for delivery.
Drive analysis of rNPS drivers, customer pain points, journey friction, complaint themes and operational gaps to shape prioritised CX interventions, action plans and measurable improvement initiatives.
Provide independent oversight of customer complaints, feedback escalation and closed-loop follow-up, working with relevant stakeholders to ensure fair, timely and customer-centric resolution in line with Treating Customers Fairly (TCF) principles.
Act as custodian of the Customer Experience dashboard and related CX data enablement, consolidating rNPS, tNPS, VOC, complaints, operational and digital engagement metrics into a clear management view of customer health, risks, improvement progress and priority actions.
Operate as a CX change agent by shaping the CX agenda, driving governance, tracking implementation progress and reinforcing accountability. Delivery remains with the respective journey, process, product, operations, distribution, digital and marketing owners.
Champion customer centricity and TCF across the Marketing Division and wider organisation, with specific focus on strengthening Marketing-led or Marketing-influenced touchpoints such as brand perception, customer communications, digital content, search and explore journeys.
PRINCIPAL DUTIES & RESPONSIBILITIES
Relationship NPS, Transactional NPS and VOC Programme Management
•
Own the management, performance tracking and continuous enhancement of the VOC programme, including rNPS, tNPS and other customer experience indicators.
•
Analyse customer feedback, NPS drivers, verbatims and touchpoint attributes to identify priority improvement areas that support the ambition to achieve 1st quartile NPS performance.
•
Facilitate regular insight-sharing with business owners and define clear actions, owners and timelines for improving priority journeys and touchpoints.
•
Establish closed-loop feedback practices for detractors, complaints and high-impact customer issues, ensuring root causes are addressed and learnings are translated into sustained service improvement.
Customer Journey Improvement and New Touchpoint Implementation
•
Drive continuous improvements of existing priority customer journeys, and new VOC touchpoints including medical claims, policy servicing, purchasing, sales and servicing, digital and complaints journeys.
•
Partner with Transformation and Operations, Distribution, Digital, Analytics and other relevant teams to ensure data capture, survey design, customer listening and reporting mechanisms are fit for purpose.
•
Review and refine questionnaires, customer feedback mechanisms and survey methodologies to ensure they generate actionable insights aligned to rNPS and CX improvement objectives.
•
Co-lead journey deep-dives with accountable stakeholders to identify pain points, moments that matter, root causes and opportunities to improve ease, trust, fairness, service recovery and customer advocacy.
Customer Experience Dashboard and Insight-to-Action Governance
•
Consolidate and review CX-related data points, including rNPS, tNPS, VOC results, complaints themes, operational metrics, digital adoption and service recovery indicators.
•
Identify common themes, emerging risks and strategic CX priorities that should inform business planning and management decisions.
•
Drive alignment with stakeholders across key journeys, including purchase, sales servicing, call centre, claims, branches, online, email, complaints and policy servicing.
•
Document and track action plans, owners, timelines, status and corrective actions to ensure improvements are implemented effectively by the accountable business functions.
CX Programme Enablement, Dashboard and Budget Governance
•
Provide governance oversight for CX, VOC, research and Group-led programme enablement, including survey progress tracking, report review coordination, stakeholder read-outs, user access reviews and local dashboard enhancement requirements.
•
Partner with Analytics, Digital, Operations, Group and relevant platform owners on requirements gathering, UAT coordination, data availability, dashboard enhancements and survey-related platform enablement.
•
Coordinate budget planning, spending visibility, recharges, invoice processing support, payment checklist requirements and ACR-related submissions for CX, VOC, research, online panel, Group-led and Marketing-related initiatives, in partnership with Finance and relevant business owners.
•
Ensure programme governance routines are in place so that administrative, financial and operational dependencies are managed effectively without diluting the role’s strategic focus on customer outcomes and NPS improvement.
Marketing Experience, Brand Perception and Research Coordination
•
Partner with the wider Marketing team to identify and address experience gaps linked to Marketing-owned or Marketing-influenced touchpoints, including brand perception, customer communications, campaign experiences, digital content, search and explore journeys.
•
Translate VOC, brand and research insights into improvement opportunities that strengthen customer understanding, trust, relevance and ease of engagement with PAMB.
•
Manage and coordinate customer, brand, market or ad hoc research initiatives where required, including brief development, stakeholder alignment, agency coordination, questionnaire review, fieldwork monitoring, findings synthesis and recommendation tracking.
•
Integrate research outputs with VOC and CX insights to provide a holistic view of customer needs, experience gaps and opportunities to improve NPS performance.
Regulatory, Industry and Regional CX Initiatives
•
Act as key liaison and project driver for BNM, industry, Group-led, regional or strategic CX initiatives relating to VOC, NPS, customer experience, customer fairness, service outcomes, online panels, customer studies, dashboards or CX culture programmes.
•
Provide input, coordinate internal stakeholders and manage deliverables to ensure timely, accurate and customer-centric responses to regulatory, industry, Group and regional requirements.
•
Oversee local follow-through for Group or regional CX initiatives, including requirements gathering, stakeholder alignment, progress tracking, report review and management read-outs, ensuring the work is translated into relevant local actions where applicable.
CX Culture, Customer Committee and TCF Governance
•
Manage the Customer Committee as a leadership governance platform for reviewing customer insights, rNPS performance, priority issues, action plans and progress against the CX roadmap.
•
Coordinate the agenda to ensure key customer issues are escalated, debated and converted into accountable business actions.
•
Reinforce clear ownership, escalation and accountability by the respective business functions for delivering customer experience improvements.
•
Provide oversight and thought leadership on complaints escalation, feedback monitoring and service recovery, ensuring alignment with TCF principles.
•
Drive a culture of TCF and customer centricity across relevant teams, with review rhythms to ensure key initiatives and platforms are customer-centric and TCF-compliant.
•
Work with HR and business leaders to build CX capability, customer empathy and appreciation across the organisation, with the support of EXCO and regional stakeholders where required.
Regional Reporting and CX Performance Management
•
Ensure all regional reporting requirements, templates and data requests are completed in a timely and accurate manner, through close collaboration with Analytics, Operations, Customer Engagement and other relevant teams.
•
Provide clear management reporting on rNPS, tNPS, customer experience performance, key drivers, improvement progress and emerging customer risks for local and regional stakeholders.
JOB REQUIREMENTS :
•
Bachelor’s with at least 2nd class upper or equivalent in Statistics, Economics, Marketing or Commerce from a reputable university
•
Experience in customer experience, VOC, NPS management, journey improvement, analytics/insights, marketing, consulting, product management or transformation/project management.
•
At least 12 years of working experience in related roles/industry. Exposure in people management would be desirable. Exposure in banking or insurance would be an added advantage.
•
Awareness of consumer, commercial products and market trends.
•
Data-driven and analytical mindset, with strong understanding of customer research methods, NPS drivers, journey analytics, root-cause analysis and insight-to-action practices.
Strong communication skills and is an excellent team player with strong interpersonal skills.
•
Strong exposure to Customer Experience, rNPS/tNPS, VOC platforms, complaints insights, service recovery and data analytics would be an added advantage.
•
Experience in managing or coordinating customer, brand, market or ad hoc research, including agency management, questionnaire development, findings synthesis and translating research into business recommendations.
•
Good understanding of brand perception, customer communications, digital search and explore journeys, and Marketing-led touchpoints that impact customer experience and NPS.
•
Proven ability to translate customer insights into business action, influence senior stakeholders and drive measurable customer experience improvements across functions.
•
Strong governance, project management and stakeholder management capabilities, with the ability to manage multiple CX initiatives and track progress to closure.
•
Ability to provide senior-level programme governance across CX, VOC, research, dashboard, Group-led and budget-related workstreams, including tracking dependencies, risks, spending and delivery accountability.
•
Ability to connect the dots and has the focus to drive for initiatives on own accord
•
Able to lead without formal authority, exercising influential leadership to gain buy-in from stakeholders
•
A positive change agent with a forward-looking mentality
Legal
Prudential is an equal opportunity employer. We provide equality of opportunity of benefits for all who apply and who perform work for our organisation irrespective of sex, race, age, ethnic origin, educational, social and cultural background, marital status, pregnancy and maternity, religion or belief, disability or part-time / fixed-term work, or any other status protected by applicable law. We encourage the same standards from our recruitment and third-party suppliers taking into account the context of grade, job and location. We also allow for reasonable adjustments to support people with individual physical or mental health requirements.
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