Manager, CX Insights

Malaysia Airlines; Kuala Lumpur; On-site; MYR 90,000 - 130,000; Full time

Job summary

Malaysia Airlines seeks a Manager, Customer Experience Insights to lead the development of CX insights that inform strategic product development and service improvements through customer research, concept testing, and benchmarking. You will translate customer and market insights into actionable recommendations to strengthen the airline's competitive position.

The role requires strong research expertise, analytical rigor, and stakeholder management, with responsibilities spanning benchmarking,

Qualifications

• Bachelor's Degree in Business, Marketing, Customer Experience, Analytics, Statistics, Psychology, Aviation Management or related discipline. Master's Degree is an advantage.
• Any professional certification in Customer Experience (e.g. CXPA, CCXP, etc), Market Research, Data Analytics or Business Intelligence is an advantage
• Minimum 6 years of experience

Responsibilities

• Develop and execute CX benchmarking programmes against leading global airlines, hospitality brands and adjacent premium service industries.
• Lead product, service and experience testing initiatives, including quantitative and qualitative research.
• Design customer research methodologies to evaluate future products, digital experiences and service innovations.
• Partner with Product, Transformation, Program Management and business units to evaluate proposed customer initiatives.
• Work collaboratively with the Manager, Customer Satisfaction Measurement to establish baseline performance prior to product, service and concept testing initiatives.
• Monitor global CX trends, emerging technologies and evolving customer expectations to identify innovation opportunities.
• Produce executive-ready insight papers, benchmarking reports and business cases to support investment decisions.
• Plan and manage research studies, customer interviews, focus groups and concept validation exercises.
• Coordinate benchmarking activities including desk research and partner engagements.
• Analyse customer, operational and market data to generate integrated insights.
• Maintain benchmarking databases and competitive intelligence repositories.
• Ensure research quality, governance and methodological consistency.
• Coach and develop team members in customer research, analytical thinking and storytelling.
• Promote customer-centric thinking across the company.
• Build collaborative relationships with internal stakeholders.
• Encourage innovation and continuous improvement within the CX function.

Skills

CX Insights

Market Research

Data Analytics

Stakeholder Management

Product Evaluation

Education

Bachelor's Degree in Business/Marketing/Analytics

Master's Degree advantageous

CX/Market Research Certification advantageous

Job description

Position Title

Manager, Customer Experience Insights

Report To

Senior Manager, CX Insights & Assurance

Position Summary

This role is responsible for the development of Customer Experience (CX) insights to support strategic product development/enhancement and service/experience improvements through customer research, concept testing, product evaluation and competitive benchmarking. The role combines strong research expertise, analytical rigor, and stakeholder management to transforms customer and market insights into actionable recommendations that strengthen MAG's competitive positioning and proposition.

Key Accountabilities

• Develop and execute CX benchmarking programmes against leading global airlines, hospitality brands and adjacent premium service industries.
• Lead product, service and experience testing initiatives, including quantitative and qualitative research.
• Design customer research methodologies to evaluate future products, digital experiences and service innovations.
• Partner with Product, Transformation, Program Management and business units to evaluate proposed customer initiatives.
• Work collaboratively with the Manager, Customer Satisfaction Measurement to establish baseline performance prior to product, service and concept testing initiatives.
• Monitor global CX trends, emerging technologies and evolving customer expectations to identify innovation opportunities.
• Produce executive-ready insight papers, benchmarking reports and business cases to support investment decisions.
• Plan and manage research studies, customer interviews, focus groups and concept validation exercises.
• Coordinate benchmarking activities including desk research and partner engagements.
• Analyse customer, operational and market data to generate integrated insights.
• Maintain benchmarking databases and competitive intelligence repositories.
• Ensure research quality, governance and methodological consistency.
• Coach and develop team members in customer research, analytical thinking and storytelling.
• Promote customer-centric thinking across the company.
• Build collaborative relationships with internal stakeholders.
• Encourage innovation and continuous improvement within the CX function.

Qualifications & Experience

• Bachelor's Degree in Business, Marketing, Customer Experience, Analytics, Statistics, Psychology, Aviation Management or related discipline. Master's Degree is an advantage.
• Any professional certification in Customer Experience (e.g. CXPA, CCXP, etc), Market Research, Data Analytics or Business Intelligence is an advantage
• Minimum 6 years of experience

Area of Experience

Customer Experience, Market Research, Business Intelligence, Data Analytics or other related fields.

Skill & Competency Requirements

• Market Research - Quantitative Research, Qualitative Research, Survey Design, etc
• Customer Analytics - CX Metrics, Statistical Analysis, Driver Analysis, etc
• Product & Service Evaluation - Concept Testing, Product Testing, Service Validation, Pilot Evaluation, Customer Journey, etc
• Competitive Intelligence - Airline/Aviation/Hospitality Benchmarking, Industry Trend, Best Practice, etc
• Business - Business Case, Executive Storytelling, Presentation Skill, Influencing, etc
• Strategic Thinking
• Customer Centricity
• Analytical Decision Making
• Collaboration & Influencing
• Stakeholder Management