Su Fong Chew

Director of Customer Experience Management
Celcom Axiata Berhad

Su Fong is currently the Director of Customer Experience in Celcom Axiata Berhad, one of the leading mobile operators in Malaysia. She began her career as an electrical engineer and has strong technical foundation in switching and transmission of the network infrastructure. She is equipped with sound business acumen in the cellular industry as she has headed a regional position for the mobile division of the Telekom Malaysia group.

Su Fong spent 9 years of her career in managing channels/touchpoints including nation-wide retail outlets, enterprise, small medium business, contact centre, premier service, and self-service touchpoints such as online, kiosks, short message service and interactive voice response. She led her company to winning numerous accolades in recognition of her outstanding achievements.

Her role accordingly evolved towards strategic customer experience consultancy in her organisation. Su Fong is the architect of an array of comprehensive ecosystem designs to transform functions towards customer centricity for superior product and service delivery.

Her cumulative 32 years of work experience made her an ardent proponent of customer empowerment, digital workforce, robotics process simplification and omni channel. Su Fong holds a Bachelor Engineering (Honours) from the University of Technology, Malaysia. She is certified in Customer Operations Performance Centre by COPC Inc. and she is also certified in Project Management via George Washington University, USA.



9:30 AM Delivering Consistent Customer Experience Across Markets in Asia

·         Building your company’s CX strategy – what are the core values and philosophies and how are you adapting to the changing consumer landscape?
·         Executing customer experience programs across different regions in Asia – reviewing effective localization strategies and pitfalls to avoid
·         Developing a customer-first culture: How are you breaking silos, effecting change and aligning customer experience delivery across different departments, offices and regions?

2:15 PM CX Measurement – Making Sense of Numbers & Translating it Into Actions

·         Capturing the right results and customer feedback for benchmarking the performance of your CX programs
·         Discussing key metrics such as NPS and CSAT – how effective are they and how can they be improved?
·         Translating customer feedback into informed decisions and actions