VP, Regional Customer Experience - Customer Journey Lead, Consumer Banking Group

DBS Bank Limited
Singapore, Singapore
23 Jun 2022
07 Jul 2022
Job Function
Industry Sector
Finance - General
Employment Type
Full Time
Business Function

As the leading bank in Asia, DBS Consumer Banking Group is in a unique position to help our customers realise their dreams and ambitions. As a market leader in the consumer banking business, DBS has a full spectrum of products and services, including deposits, investments, insurance, mortgages, credit cards and personal loans, to help our customers realise their dreams and aspirations at every life stage. Our financial solutions are not only the best in the business - they were made just right for you.

Job Summary

The Regional Customer Experience (RCE) team champions the voice of customers to drive joyful banking experiences, utilising data to drive action and monitor improvements on customer experience issues and insights to enable the bank to deliver best in class customer experiences and ingrain a true customer-obsessed culture. In our drive towards customer obsession, DBS has pivoted towards managing through journeys (MtJ); focusing on the end-to-end journeys our customers take as they seek to achieve a goal as opposed to optimizing single interactions at each touchpoint.

We are looking for someone who will lead and drive a culture of customer obsession in partnership with our Transformation Group and local market Customer Experience (CE) teams. The lead will be a subject matter expert who will provide consultancy & guidance to our stakeholders on the following components.

Service Canvas is specific DBS Asset, a blueprint developed by each journey team (product teams and cross-functional squads) that defines the customers' jobs to be done (JTBD), and the promise we want to deliver to our customers.

Continuous Discovery is a DBS culture; a way of working to continuously learn from our customers so as to enable DBS to prioritize and fulfil specific customer needs that will create value for our business. The process is defined as continuous small research activities conducted by journey teams in-charge of specific customer journeys. The activities should include but are not limited to customer immersions via in-depth interviews, ethnographies or short surveys needed to drive desired objectives. Our goal is to empower and motivate journey teams to conduct continuous discovery as a natural part of MtJ.

  • Drive CBG culture and thought leadership in Customer Obsession
  • Drive and govern Continuous Discovery through providing consultancy and guidance to journey teams & local market CE teams in both research design and execution in line with objectives defined in our service canvas
  • Guide journey teams to roll out research project plans with scalability in mind
  • Guide journey teams to work with external experts / vendors to design, define and deliver customer research where needed
  • Advise on Service Canvas implementation and provide guidance on how to iterate service canvas based on findings from Continuous Discovery
  • Train & guide junior team members on CO implementation and governance
  • Consolidate and provide updates to senior management on CO implementation and other related MtJ matters
  • Have oversight over content and communications developed for CE topics in relation to Customer Obsession
  • Masters/university degree in a field related to research, psychology, design; with at least 10 years' work experience in relevant research, customer journey design roles
  • Highly competent in Qualitative research design & execution; with experience in the areas of Customer Journey Thinking, Design Thinking, Behavioural Science or UX / UI, innovation
  • Ability to design Quantitative research
  • Significant experience applying CX & research insights in B2B and/or B2C environments
  • Demonstrated success in deploying programs and products in markets
  • Significant experience in managing stakeholders of different levels in an organization
  • Self-starter and collaborator that flourishes in a fast-paced, ever-changing, and deadline-driven environment
  • Proficiency in multiple languages and regional work experienceis a plus
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We offer a competitive salary and benefits package and the professional advantages of a dynamic environment that supports your development and recognises your achievements.
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