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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? 

This programme will equip participants with the knowledge and skills needed to design and deliver unique customer experiences and integrate initiatives with the overall corporate strategy. 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. 

  • 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 

  • How to design optimal customer experience in your process
  • Techniques for improving customer experience  
  • Priortizing elements of customer experience in design
  • Elements of customer experience program
  • Identifying customer experience painpoints 
  • Elevating customer painpoints
  • Mitigating customer painpoints and plenary 

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. Kapil Tuli 
Professor of Marketing
Director, Retail Center of Excellence  

Dr. Tuli is a Professor of Marketing at the Lee Kong Chian School of Business, Singapore Management University. He has a PhD in Marketing from the Goizeuta Business School, Emory University. Dr. Tuli’s interests lie at the intersection of Services Marketing, Marketing Strategy and Finance and he has published several papers in leading scientific marketing journals. 
Please find Prof Tuli'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 managemnet 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.

  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.

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

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Last updated on 06 Feb 2018 .