In today's business environment, customer experience (CX) has overtaken price and product as the key brand differentiator. According to a recent NTT Global Customer Experience Benchmarking Report, 90.9% of organisations agree that CX is a primary differentiator.

At the Customer Experience and Analytics Centre (CEAC), our learners support diverse industries in enhancing their CX capabilities. From digital customer experience to omnichannel management of customer interactions, we have delivered results with industry partners like HRNet, Kallang Alive Sport Management, and Daikin Airconditioning.

As customer experience is not the domain of any one specific business sector, CEAC is able to cater to diverse industries. The centre's industry partners have included companies in retail, hospitality, banking & finance, telecommunications, among others. Learners pursuing a Diploma in Business Management are assigned to CEAC and are mentored by lecturers from the Customer Experience & Relationship Management (CXRM) team.

Our capabilities

• Digital Customer Experience Projects: Auditing social media accounts, formulating customer engagement strategies through social media, and developing branded customer experience strategies
• Omnichannel Projects: Handling inbound customer service hotlines, and executing outbound call campaigns for telemarketing and customer satisfaction surveys 

Some of CEAC's industry partners include Daikin Airconditioning Singapore, Apex Private Wealth Management, Canyon, Grityard, among others. CEAC's expertise proved invaluable during the User Acceptance Testing of an industry partner's new contact centre system. Another example showcasing CEAC's contribution to our industry partner was when a digital media project proved to be a game-changer in the way content marketing was done, setting a new industry standard covering website building and social media content creation. 

Learning experience

This is a 12-week practice-oriented attachment. During their attachment, learners are assigned various roles to enable the attainment of learning outcomes. Learners gain competencies in various technologies and methodologies in the conduct of business research, including:

1. Omnichannel Management of Customer Interactions

Learners display competencies in communication skills, database management, critical thinking in the attainment of campaign objectives, multi-tasking, and gain knowledge in relevant inbound and outbound interaction metrics.

2. Digital Customer Experience Management

Learners conduct competitive digital footprint analysis, setup/optimise social media presence of the business, and generate digital media content.