• Exploring how organisations can maintain empathy, authenticity and trust as AI and automation transform every customer interaction

Katja Forbes

Executive Director, Head of Client Experience, CIB DCDA
Standard Chartered Bank

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• Adapting communications to the behaviours, preferences and cultural nuances of mobile-first audiences

Ananditha Mayasari

Assistant Vice President and Head of Marketing
Kopi Kenangan

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• Exploring how CX, digital and contact centre teams are building shared accountability for customer outcomes

Fatimah Hussein

Senior Vice President and Head of Customer Contact Centre
RHB

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Xavier Chia

Head of Customer Service
Pacific International Lines

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Rajesh Grover

Group Vice President of Artificial Intelligence, Digital and Omnichannel
Kanmo Group

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Lolitta Suffian

SVP CX
Bank Simpanan Nasional

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With Asia representing its largest and most diverse fanbase, the NBA must tailor its positioning, content, and engagement strategies market by market. This session explores how the league blends localisation, partnerships, and AI-driven personalisation to grow fandom, nurture loyal audiences, and power its direct-to-consumer ecosystem.

• Localising marketing and content strategy to reflect each country’s maturity - whether building new fandoms, nurturing existing communities, or partnering with local cultural icons like K-pop stars

• Using big data and AI to personalise the experience across the NBA ecosystem, enabling fans to follow specific players, teams, storylines, and game moments

• Leveraging technology to simplify the sheer volume of games and content, helping fans find what matters most to them

• Strengthening the league’s direct-to-consumer funnel through personalised journeys that drive League Pass adoption and deeper long-term engagement

Antoine Nazaret

Assistant Vice President, Digital Marketing, Asia
NBA

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• Understanding what today's customers expect in exchange for their data, and where personalisation starts to feel intrusive rather than valuabl
• Designing insight strategies that prioritise relevance, transparency and consent, rather than volume or surveillanc
• Using analytics to identify when personalisation adds value, and when simplicity, consistency or choice matter mor
• Balancing regulatory requirements, data governance and customer trust while still delivering differentiated experiences at scale 

Emma Cabochan

Senior Vice President of Legal Services and Head of Data Privacy
Asia United Bank

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• Combining customer feedback, digital behaviour and service interaction data to pinpoint moments that most strongly influence satisfaction and retention
• Moving beyond average CSAT scores to uncover specific breakdowns across billing, onboarding and digital engagement journeys
• Using analytics to prioritise CX investments and focus improvement efforts where they would deliver the greatest commercial and customer impact.
• Measuring success through improvements in digital adoption, engagement levels and overall customer trust 

Melody Lim

Head of Customer Experience
Aboitiz Power

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• Analytics as a CX Catalyst: Leveraging deep consumer insights to move from traditional research into a predictive governance model that anticipates shifting snacking trends
• The "Frictionless" Consumer Journey: Transforming complex market data into simple, emotive, and high-value brand stories that drive long-term loyalty in a competitive FMCG landscape
• Scaling Intelligence Across Borders: Your strategies for maintaining data integrity and consistent engagement while navigating the vast cultural diversity of the AMEA snacks market. 

Imran Khan

Regional Lead of Analytics and Insights for Asia Pacific, Middle East and Africa
Kellogg Company

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Metro Singapore has relaunched its flagship loyalty programme, Treasured, redefining how a heritage retail brand engages, personalises, and rewards today’s increasingly experience-driven shopper. This session explores how Metro rebuilt its loyalty strategy to deepen emotional connection, strengthen customer insight, and deliver measurable commercial impact.

• Revamping the loyalty value proposition to shift from transactional rewards to meaningful, relationship-led engagement

• Building a unified customer profile by integrating purchase, digital, and behavioural data to power more relevant and personalised interactions

• Designing modern tiers, benefits, and experiential elements that reflect evolving customer expectations and shopping behaviours

• Activating real-time personalisation to deliver the right offers, content, and service moments across touchpoints

Roxanne Lim

CRM and Customer Loyalty Manager
Metro Singapore

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• Transforming raw customer data into meaningful insights that drive engagement

Eduardo Imperial

Head of Service Management for Asia
Vodafone Business

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Dinesh Ramchandani

Director, Data and Analytics
Unilever

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Yash Sheth

Head of Customer Lifecycle Strategy GoFood
Gojek

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• Redesigning workflows and customer journeys to remove friction before digitalising them

Chermaine Tay

AGM, Healthcare Distribution
DKSH

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Exploring how Shakey’s expanded its contact center mandate by embedding structure and intelligence into its feedback and recovery operations at scale.

• Unifying service operations across voice, social, delivery, franchise, and IT channels to eliminate silos, reduce friction, and streamline resolution
• Rolling out “Project Sherlock”, a feedback automation initiative that enables real-time tagging, routing, and tracking of customer concerns
• Transitioning public-facing customer feedback into a centralised, trackable recovery framework—boosting accountability, speed, and customer trust

The result: A more responsive, data-driven service ecosystem where every complaint becomes an opportunity to recover and improve. 

Joyce Espinoza

Head of Business Process and Contact Center
Shakey's Philippines

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In highly regulated healthcare environments, adopting AI is as much a people and change challenge as it is a technology one. This session explores how Siemens Healthineers Customer Services successfully drove AI adoption across its teams while keeping customer experience and patient care at the core of decision-making.

• Taking a structured, customer-centric approach to AI adoption that builds confidence, trust, and frontline buy-in in a regulated healthcare context.
• Using data and insight to measure both quantitative and qualitative impact - from operational performance to experience outcomes.
• Balancing compliance, governance, and innovation without compromising on care quality or customer trust.
• Embedding AI as an enabler of better decision-making and service delivery, rather than a replacement for human judgement 

Ricardo Ramires

Head of Customer Services Asia-Pacific, Diagnostics, Siemens Healthineers
Siemens Healthineers

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• Redefining the value of human capability as automation reshapes customer engagement

Babul Balakrishnan

Senior VP, Customer Experience (Cx)
Thunes

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Kirk Chua

Customer Service Lead, Associate General Manager, Airport Operations Services
Changi Airport Group

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Irene Lim

Assistant Vice President of Customer Relations
The Ascott Limited

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• Repositioning the customer centre as a key brand touchpoint and community builder

Felicia Cao

Head of APAC Contact Centre Operations
LEGO Singapore Pte Ltd

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Vivian Miao

Organizational Development Director - Global Customer Support Center
Trip.com

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As one of the country's newest digital banks, Tonik is building awareness, credibility, and customer adoption in a market where digital banking is still emerging. This session explores how Tonik balances rapid startup execution with trust-building, education, and performance-driven marketing to accelerate acquisition and strengthen customer experience.

• Establishing trust through clear, consistent education on digital banking safety, regulatory compliance, and Tonik's value proposition
• Designing fast, high-impact brand campaigns that drive both awareness and measurable conversion in a competitive, low-trust market
• Leveraging performance marketing and on-the-ground activation to reduce cost per acquisition while scaling app adoption
• Aligning brand-building and customer experience to create a seamless journey from first impression to active, engaged account holder 

Wanda Pascua

Head of Marketing
Tonik

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• Activating authentic member stories, community advocacy and peer validation to build trust in high-consideration lifestyle and wellness categories

Joanne Lim

Head of Marketing for Southeast Asia
Virgin Active

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• Revealing the uncomfortable realities behind inflated metrics, engagement volatility and misaligned creator–brand relationships

• Identifying the signals that distinguish genuine influence from short-lived reach, and why most brands optimise for the wrong outcomes

• Reframing influencer strategy around credibility, community and connection rather than vanity metrics or one-off campaigns

• Demonstrating how to rebuild trust and ROI by aligning influencers with behaviour change, brand integrity and consumer expectations

Jamie Say

Head of Marketing
Ego

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• Bridging marketing and service teams to ensure consistent messaging from acquisition to resolution

Adelise Ashdown

Regional Global Head of Marketing, Brand & Client Experience Lead (APAC)
Jones Lang LaSalle

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Wanda Pascua

Head of Marketing
Tonik

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Antoine Nazaret

Assistant Vice President, Digital Marketing, Asia
NBA

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• Using customer and transaction data to drive more relevant, personalised loyalty engagement
• Balancing scale with relevance across multiple brands and partners within a coalition ecosystem
• Leveraging emerging tools (including GenAI where appropriate) to improve targeting, content and member engagement
• Measuring the commercial impact of loyalty marketing on retention, frequency and lifetime value  

David Chung

General Manager – Marketing and Customer Relationship
Trans Eurokars Pte Ltd (Mazda)

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Take a break and use this time to network with your fellow industry peers at our Exhibition Hall!

As a public-facing organisation managing high volumes of guest enquiries across physical and digital channels, this team faced growing pressure to improve responsiveness while maintaining trust, governance and service quality. This session explores how the Guest Experience team introduced GenAI-powered chat to support frontline staff and guests - improving accessibility, reducing friction, and delivering measurable uplift in satisfaction.

• Deploying a GenAI chatbot to handle common guest questions across digital channels, reducing reliance on email and phone enquiries

• Identifying high-frequency queries such as wayfinding, maps and general information to improve first-contact resolution and ease of access

• Balancing strong governance and stakeholder scrutiny with the need to demonstrate why GenAI is safe, valuable and fit for purpose in a government environment

• Improving guest satisfaction by making it easier and faster for guests to find answers, contributing to a CSAT increase from 1.6 to 4.3 within months of launch

Kelly Yoong

CDO & Director
Sentosa Development Corp

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Exploring how IHH Healthcare Singapore is strengthening its patient experience culture by reconnecting employees with purpose, care and service excellence.

• Embedding CX as a shared organisational responsibility across all departments - from F&B to clinical care

• Implementing the “People-Patient Experience” strategy to achieve positive employee experience with positive patient outcomes

• Using technology and AI to simplify daily work and free staff to focus on care

• Building a patient experience roadmap that fosters empathy, accountability and pride in service

Hui Hwa Koh-Minjoot

Vice President & Head, Allied Health, Patient Experience
IHH Healthcare Singapore

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• Redesigning roles, processes and governance to enable faster experimentation and decision-making

• Upskilling teams in data literacy and AI fluency to ensure effective adoption and ownership

• Aligning AI-driven initiatives to commercial objectives to secure stakeholder buy-in

• Monitoring performance through transparent dashboards that tie activity to outcomes

• Designing value propositions grounded in genuine utility, exclusive access or convenience
• Analysing churn signals to intervene early with targeted, value-led offers
• Balancing acquisition incentives with profitable, long-term retention mechanics
• Testing pricing, bundling and benefits to optimise unit economics and customer loyalty