Manager | Customer Experience

EPF Malaysia; Petaling Jaya; On-site; MYR 180,000 - 320,000; Full time

Job summary

EPF Malaysia is seeking a Customer Experience & Insights Manager to shape the member journey across a rapidly digitising organisation. You will lead VOC programs, use Gen AI and RPA to deliver near real-time insights, and partner with branches, digital teams and operations to drive service transformation.

The role requires strong problem-solving, stakeholder management and data storytelling using tools like Power BI, with a focus on end-to-end journey ownership and continuous improvement across

Qualifications

• Bahasa Melayu with SPM level oral/test required.

Responsibilities

• Lead customer experience and VOC programs, transitioning to Gen AI/RPA-powered near real-time insights.

Skills

Customer Experience (CX)

Voice of Customer (VOC)

Customer Journey Mapping

Service Design

Customer Analytics

Design Thinking

CRM & Complaint Management

Data Storytelling

Power BI/Data Visualisation

AI-enabled Analytics & RPA

Copywriting & Editorial Review

Education

Bachelor’s Degree in Business Administration/Management/Marketing/Customer Experience Management/Data Analytics/Information Systems/Psychology

Tools

Power BI

Job description

At EPF, we are committed to delivering simple, trusted, and meaningful experiences for over 16 million members across our physical and digital channels. As we move toward an AI-enabled, journey-led service model, we are looking for a passionate and strategic Customer Experience & Insights Manager to help us understand our members better, transform insights into action, and own the end-to-end customer journey across a rapidly digitising organisation.

The role requires strong problem-solving, stakeholder management, and analytical capabilities, with the ability to leverage data and AI-generated insights to drive business decisions and service transformation.

JOB RESPONSIBILITIES

1) Drive Customer Experience Excellence

• Lead EPF’s customer experience and Voice of Customer (VOC) programs, including the transition from manual, weekly reporting to a Gen AI/RPA-powered, near real-time insight engine.
• Champion customer-centric culture and practices across the organisation, including branches, digital, and operations.
• Develop frameworks, metrics and governance to improve customer experience outcomes and support end-to-end journey ownership.

2) Turn Insights into Action

• Analyse customer feedback, research and behavioral data including AI-classified sentiment and topic tagging to uncover meaningful insights.
• Identify customer pain points, trends and emerging needs across a unified Member 360 view.
• Present recommendations that influence business strategies, products, and services.

3) Own and Improve Customer Journeys

• Lead customer journey mapping and act as a key driver of end-to-end journey ownership and accountability, standardising experience across silos and touchpoints.
• Partner with business, operations, digital and relationship advisory teams to design seamless, consistent member experiences.
• Monitor experience performance across multiple touchpoints and channels, including emerging AI-assisted advisory and outreach models.

4) Drive Innovation Through Data & AI

• Leverage customer analytics, dashboards and AI-enabled solutions (RPA, Gen AI, predictive analytics) to support faster, sharper decision-making.
• Promote data-driven improvements and digital adoption across the organisation, staying ahead of member expectations shaped by AI-powered advisory and self-service trends.

5) Oversee RCM Governance & System Enablement

• Manage EPF’s Relationship & Complaint Management (RCM) ecosystem, driving continuous improvement in complaint management, service recovery and stakeholder coordination.
• Ensure the RCM system remains fit-for-purpose by conducting refresher sessions for users and keeping the list of liaison officers updated.
• Ensure strong governance, adoption and data quality practices as the system scales with new AI and automation capabilities.

6) Own CX Communication & Editorial Standards

• Act as the editorial gatekeeper for public-facing member communications, articles and content, ensuring every piece carries a genuine CX touch rather than a stiff, corporate tone.
• Review and refine copy, so it is written in plain, member-friendly language, clear enough that members understand it the first time.
• Reduce miscommunication-driven complaints and call volumes by proactively identifying confusing or jargon-heavy content before it goes live.

JOB COMPETENCIES & SKILLS

Customer Experience (CX) | Voice of Customer (VOC) | Customer Journey Mapping | Service Design | Customer Analytics | Design Thinking | CRM & Complaint Management | Data Storytelling | Power BI/Data Visualisation | AI-enabled Analytics & RPA | Copywriting & Editorial Review

JOB REQUIREMENTS

• Pass in Bahasa Melayu, including oral test in Sijil Pelajaran Malaysia (SPM) level or equivalent qualification recognised by the Government.
• Possess a Bachelor’s Degree in Business Administration, Business Management, Marketing, Customer Experience Management, Data Analytics, Information Systems, Communications, Psychology, Behavioral Science, Digital Transformation, Artificial Intelligence, or an equivalent field recognized by the Government, from an accredited higher learning institution.
• Minimum 10 - 13 years of experience in Customer Experience, Customer Insights, Customer Analytics, CRM, Service Design or related fields.
• Proven track record in leading customer-centric transformation or service improvement initiatives, ideally involving AI/automation-enabled processes.
• Strong analytical, communication, and stakeholder management skills.
• Experience in customer service, finance, consulting, telecommunications, digital platforms or public sector organisations is an advantage.

JOB STATUS

Permanent

All applications are strictly CONFIDENTIAL, and only shortlisted candidates will be called in for interview. Applications are deemed UNSUCCESSFUL if there is no feedback from the EPF 2 MONTHS after the closing date of advertisement.