Senior Executive, CX Service Culture & Frontliner Touchpoint

Position Title

Senior Executive, Customer Experience (Service Culture & Frontliner Touchpoint)

Report To

Assistant Manager, Service Experience

Position Summary

This role contributes to the design, execution, and continuous improvement of service strategies, experience transformation programs, and culture-building initiatives that align employee behaviors with the organization's service vision and customer promise. This role also leads the establishment of employee engagement initiatives to help create consistent, customer-centric experiences that drive satisfaction, loyalty, and business performance. The role works closely with cross-functional stakeholders to understand customer and employee needs, identify experience improvement opportunities, and support the translation of customer insights into actionable service strategies and initiatives.

Key Accountabilities

Service Culture Development

• Support the design and execution of service culture programs that promote customer-centric behaviors and mindsets.
• Assist in embedding service excellence principles across employee journeys and operational processes.
• Develop service standards, service principles, and behavioral frameworks aligned with organizational objectives.
• Support internal communication and engagement initiatives that reinforce customer-centric culture.
• Monitor and assess adoption of service culture initiatives across the organization.

Customer Experience & Service Design

• Support the design and improvement of end-to-end customer journeys across key touchpoints.
• Conduct customer journey mapping, service blueprinting, and experience assessments to identify pain points and opportunities.
• Apply human-centered design methodologies to develop solutions that improve customer and employee experiences.
• Collaborate with business units to design and test customer-centric improvements.
• Contribute to experience design frameworks, standards, and governance practices.

Program Execution & Continuous Improvement

• Support the delivery of CX transformation initiatives and service improvement projects.
• Track initiative progress, outcomes, and performance indicators.
• Contribute to the development of CX governance frameworks and best practices.
• Identify opportunities for innovation and continuous improvement in customer and employee experiences.

Qualifications & Experience

• Bachelor's Degree in Business, Marketing, Design, Psychology, Hospitality Management, Service Design, Organizational Development, or a related field.
• 3-5 years working experience.

Area of Experience

Customer Experience, Service Design, Service Excellence, Hospitality, Organizational Culture, Employee Experience, or related fields.

Skill & Competency Requirements

• Bachelor's Degree in Business, Marketing, Design, Psychology, Hospitality Management, Service Design, Organizational Development, or a related field.
• 2–5 years of experience in Customer Experience, Service Design, Service Excellence, Hospitality, Organizational Culture, Employee Experience, or related fields.
• Experience in customer journey mapping, service blueprinting, and design thinking methodologies.
• Experience supporting culture transformation, service quality, or customer-centric initiatives is an advantage.

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