In today's business environment, customer experience (CX) has overtaken price and product as the key brand differentiator. According to a recent NTT Global Customer Experience Benchmarking Report, 90% of organisations agree that CX improvements will directly impact their net profit.

At the Customer Experience and Analytics Centre (CEAC), our learners support diverse industries in enhancing their CX capabilities. From digital customer experience to omnichannel management of customer interactions, we have delivered results with industry partners like Automobile Association of Singapore, EssilorLuxottica, HRNet, Kallang Alive Sport Management and Singapore Police Force.

As customer experience is not the domain of any one specific business sector, CEAC can cater to diverse industries. The centre's industry partners have included companies in retail, hospitality, banking & finance, and telecommunications, among others. Learners pursuing a Diploma in Business Management are assigned to CEAC and are mentored by lecturers from the Customer Experience & Relationship Management (CXRM) team.

Our capabilities

• Social CRM Projects: Auditing social media accounts and formulating customer engagement strategies through social media
• Development of Customer Experience Strategies: Crafting branded customer experience strategies aligned with the company’s unique selling proposition (USP) and tailored to the target market's customer personas

CEAC's expertise proved invaluable to our industry partners, particularly when a digital media project became a game-changer in content marketing, setting a new standard in website development and social media content creation. We also provide insightful recommendations to enhance the customer experience which can be immediately implemented. 

Learning experience

This is a 12-week practice-oriented attachment. During their attachment, learners are assigned various roles to enable the attainment of learning outcomes. Learners gain competencies in various technologies and methodologies in the conduct of business research, including:

1. Social CRM

Learners conduct competitive digital footprint analysis, setup/optimise social media presence of the business, and generate digital media content.

2. Development of Customer Experience Strategies

Learners exhibit skills in persona mapping and customer journey mapping. Using critical thinking skills and with knowledge of the business gained through primary and secondary research, learners brainstorm in teams to design fresh new experiences tailored to business requirements.