A recent prediction by Gartner anticipates that by 2023, 25% of organizations will combine marketing, sales, and customer experience into a single function. And according to a recent survey of 3,000 CEOs by IBM, delivering better customer experiences is the number 1 priority for them in the next two to three years.

For organizations looking to stay ahead of the competition and defend their customer base, understanding the “next competitive battleground” of customer experience is key. Today’s brands are increasingly moving towards servicization, or shifting from a product-oriented to a service-oriented business model. Managers and leaders who want to create value and secure a competitive advantage for their firms must understand end-to-end customer service design.

In the two-part Applied Customer Experience Strategy course, you will be equipped with the knowledge to adopt a customer-centric mindset. This course is a hands-on, applicative course that is highly tailored to the needs of individual participants. During the course, you will evaluate your organization’s current service processes and reimagine your customer-firm interactions. Ultimately, you will walk away armed with a toolkit to redefine and facilitate exceptional customer experiences.

  • How to adopt a customer-centric mindset in approaching service design
  • The use of primary research in gaining relevant customer insights
  • Frontline capabilities and technology to advance resource offerings
  • Relevant tools to design and innovate service processes, such as service design thinking, service blueprinting and customer journey mapping
  • How to measure performance through customer satisfaction metrics (CSAT, NPS)
  • How to determine your Service Styles and manage customer interactions based on assessing your different customer segments

Sylvia Ng is an Assistant Professor of Marketing at the Asia School of Business. She is also an International Faculty Fellow and Research Affiliate at MIT Sloan. Dr. Ng’s academic research focuses on customer experience management; including advancing frontline capabilities, customer value cocreation, customer engagement, service design and innovation. Her work has been published in the Journal of Service Research, a scholarly journal that publishes the highest level of research relating to service. Prior to her current role, she was an Assistant Vice President at a local bank in Singapore, specializing in segment marketing.


Assistant Professor of Marketing
International Faculty Fellow at MIT

Area of Expertise
Services Marketing, Customer Experience Management

This course is suitable for managers or individuals responsible for customer-firm interactions and/ or managing service processes (eg. service quality management, customer experience, business transformation, IT, marketing, etc).

Complete the Form Below to Download the Course Guide


November 30 & 1 December

9.00am – 1.00pm


Changes to the delivery mode for ASB ICLIF Executive Education courses may be made in accordance with government policies

Program Fee

RM 3,000 / USD 770

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