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In a marketplace with vast and growing options, customer loyalty may seem like an elusive goal. How can companies create a consistent brand of service experience that will keep customers coming back? 

There has been a growing interest in behavioural science and design thinking in organisations (e.g., Amazon, Facebook, Google, Walmart, Hertz, and Pepsi), leading to the increasing execution of evidence-based strategies toward customer interactions—such approaches reveal that certain organisational assumptions/ beliefs regarding how to improve customer satisfaction are often mistaken.

This programme will guide participants on understanding the cutting-edge behavioural science principles informing how customer motivation, memory, and irrationality play significant roles in shaping the customer experience. 

Participants will learn the expectations of customers, how to design the customer experience, improve the process of customer experience, track the customer experience, and identify and mitigate pain points from the customer experience. This highly interactive 2-day programme will use industry case studies and an integrative plenary session at the end of the module for a comprehensive and integrated learning experience. 

By learning the principles of behavioural science and design thinking, participants will be equipped with the ability to form low-cost, yet high-impact strategies to improve customer satisfaction.

  • Understand the key principles in consumer judgment and decision-making that lead to customer (dis)satisfaction

  • Evaluate the effectiveness of the extant strategies that aim at improving customer experience

  • Develop strategies to create a more satisfactory customer experience

  • Understand key dimensions of customer experience and pain points, and be able to mitigate them 

  • Use the design thinking methodology to design the best service experience for customers 

  • Understand differences in the customer experience in the retail, SME, and large organizational settings 

  • Adopt best practice strategies to design, develop, and operate a customer-centric culture 

  • Consumer psychology
  • Judgement and decision-making
  • Evolution of consumer behaviour 
  • Techniques for improving customer experience
  • Priortising elements of customer experience in design
  • Identifying customer experience painpoints 
  • Elevating customer painpoints

Managers of service quality and customer-centric initiatives.

Professionals with work exposure to customer experience, marketing, quality assurance, operations, collaborative partnership or customer analytics.

9am to 5.30pm, 2 days


Dr. Roh Sungjong 
Assistant Professor of Corporate Communication
Lee Kong Chian School of Business, SMU

Dr. Roh received his Ph.D. at Cornell University and is currently an Assistant Professor in the Lee Kong Chian School of Business at Singapore Management University. Investigating the principles of human judgement and decision-making, his research seeks to create actionable interventions with impact to create cognitive and behavioural changes in relation to most pressing issues of society and organisations.
He is teaching The Science of Behaviour Change, Psychology of Strategic Communication, Data Analytics for Managerial Insights, Data Visualisation, and Media Psychology to business students. He is also giving lectures in the Citi-SMU Financial Literacy Programme for Young Adults. Dr. Roh is a recipient of university-wide "Most Promising Teacher" Award at Singapore Management University.

Please find Dr Roh's full CV here.


Miss Jin Kang Moller  
VP, Group Customer Experience at OCBC Bank  

Miss Jin Kang Moller is a design strategist and practitioner championing simplicity and beauty in financial services.  She has spent over fifteen years in the financial services and pharmaceutical industries, and her design methodologies have helped organisations create value for their businesses.
She is currently a VP in Group Customer Experience at OCBC Bank, a leading Singaporean bank. She drives business success of the private banking, retail banking, wealth management and insurance businesses through fostering customer-centric design process and organisational culture. She is the driver behind the award-winning Millennials bank concept FRANK by OCBC since its inception. One of her recent work One Wealth app, a wealth management services designed to build confidence in making investment decisions, won her Gold Good Design Mark 2017.


SGD 2,675 (including 7% GST) per person

WSG funding is available to Singapore Citizen (SCs) and Singapore Permanent Resident (PRs), terms and conditions apply.

This programme has been approved for the Absentee Payroll Funding. The Human Resource department of individual participant will be required to process the Absentee Payroll and any additional funding that the participant is eligible for, no later than 30 days after programme commencement.

Course Code in SkillsConnect: CRS-N-0043533 Singapore Citizens/
Singapore Permanent Residents
Full course fee SGD 2,500
WSG grant SGD 1,750
Nett course fee SGD 750
7% GST on nett course fee SGD 52.50
Total nett course fee payable, including GST SGD 802.50*
Additional Subsidies Available:
SkillsFuture Mid Career Enhanced Subsidy of SGD 500 (applicable to SCs over 40 years old)

Total nett course fee payable, including GST
after additional funding


SGD 302.50

Enhanced Training Support for SMEs of SGD 500 (applicable to SCs/ PRs) 

Total nett course fee payable, including GST
after additional ETSS funding


SGD 302.50



If you are a NTUC member, this programme is eligible for UTAP (Union Training Assistance Programme). To apply, visit here.

ISE members will incur four (4) training credits per SC/PR staff for this workshop. For more information, please contact Karen at 6828 0111.

All workshops are subject to confirmation. ISE ​will ​send ​you ​a ​Confirmation ​email ​2 ​weeks ​before ​the ​course ​commencement ​date ​or ​when ​the ​minimum ​number ​is ​met, ​whichever ​is ​earlier. Upon confirmation of the workshop, a Tax Invoice will be sent via email to you.

ISE reserves the rights to amend information including price, date, location, faculty, daily schedule and other details.

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Last updated on 09 Jan 2019 .