Luzanne Chong

Head of Customer Strategy & Management Prudential Assurance Company Singapore

Luzanne Chong is an experienced CX Professional with a passion for Digital CX, Behavioural Science and Sustainability. She has more than 15 years of experience in designing and managing Customer Experience, Digital Customer Propositions and Operations Management. As the Head of Customer Experience at Prudential Singapore, she is responsible for driving a customer-centric culture and developing new experiences for Prudential’s life insurance and group insurance customers. In her role, she oversees the CX strategy, managing customer journey design and delivery, customer communications, voice of customers, research and insights as well as UX/UI. Before joining Prudential, she was Head of Customer Experience at FWD Singapore, she defined the CX Strategy for the start-up’s initial years as it launched its DTC business in 2016. She was responsible for building and sustaining a customer-led organisational culture, and managing the end-to-end customer experience across all products, services, and touchpoints. She directly managed the direct-to-consumer website user experience (UX) and user interface (UI) design, customer research, insights and analytics, artificial intelligence (AI) chatbot, customer communications, and the call centre teams. Prior to joining FWD, Luzanne spent twelve years at DBS across functions including call centre management, operations standardization and customer experience regionally. Luzanne is a graduate of Nanyang Technological University (NTU), with a Bachelor’s Degree in Business majoring in Banking and Finance and a Human Centered Design Practitioner. "

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