Senior Executive, CX Service Culture & Frontliner Touchpoint

Malaysia Airlines; Kuala Lumpur; On-site; MYR 60,000 - 100,000; Full time

Job summary

Malaysia Airlines is seeking a Senior Executive, Customer Experience (Service Culture & Frontliner Touchpoint) to design and execute service strategies that align employee behaviours with the brand promise. You will lead culture-building initiatives and work with cross-functional teams to create customer-centric experiences that drive satisfaction and loyalty across key touchpoints.

You will map customer journeys, develop service standards, and support CX governance and continuous improvement.

Qualifications

• Bachelor's Degree in Business, Marketing, Design, Psychology, Hospitality Management, Service Design, Organizational Development, or a related field.
• 2–5 years working experience in related fields.
• Experience in customer journey mapping, service blueprinting, and design thinking methodologies.
• Experience supporting culture transformation, service quality, or customer-centric initiatives is an advantage.

Responsibilities

• Design and execute service culture programs promoting customer-centric behaviors.
• Map customer journeys, blueprint services, and assess experiences.
• Support CX transformation initiatives and track progress.
• Develop CX governance frameworks and drive continuous improvement.

Skills

Customer experience

Service design

Stakeholder collaboration

Project management

Education

Bachelor's degree in Business, Marketing, Design, Psychology, Hospitality Management, Service Design, Organizational Development, or a related field

Job description

Position Title

Senior Executive, Customer Experience (Service Culture & Frontliner Touchpoint)

Report To

Assistant Manager, Service Experience

Position Summary

This role contributes to the design, execution, and continuous improvement of service strategies, experience transformation programs, and culture-building initiatives that align employee behaviours with the organization's service vision and customer promise. This role also leads the establishment of employee engagement initiatives to help create consistent, customer‑centric experiences that drive satisfaction, loyalty, and business performance. The role works closely with cross-functional stakeholders to understand customer and employee needs, identify experience improvement opportunities, and support the translation of customer insights into actionable service strategies and initiatives.

Key Accountabilities

Service Culture Development

• Support the design and execution of service culture programs that promote customer‑centric behaviors and mindsets.
• Assist in embedding service excellence principles across employee journeys and operational processes.
• Develop service standards, service principles, and behavioural frameworks aligned with organizational objectives.
• Support internal communication and engagement initiatives that reinforce customer‑centric culture.
• Monitor and assess adoption of service culture initiatives across the organization.

Customer Experience & Service Design

• Support the design and improvement of end‑to‑end customer journeys across key touchpoints.
• Conduct customer journey mapping, service blueprinting, and experience assessments to identify pain points and opportunities.
• Apply human‑centered design methodologies to develop solutions that improve customer and employee experiences.
• Collaborate with business units to design and test customer‑centric improvements.
• Contribute to experience design frameworks, standards, and governance practices.

Program Execution & Continuous Improvement

• Support the delivery of CX transformation initiatives and service improvement projects.
• Track initiative progress, outcomes, and performance indicators.
• Contribute to the development of CX governance frameworks and best practices.
• Identify opportunities for innovation and continuous improvement in customer and employee experiences.

Qualifications & Experience

• Bachelor's Degree in Business, Marketing, Design, Psychology, Hospitality Management, Service Design, Organizational Development, or a related field.
• 3-5 years working experience.

Area of Experience

Customer Experience, Service Design, Service Excellence, Hospitality, Organizational Culture, Employee Experience, or related fields.

Skill & Competency Requirements

• Bachelor's Degree in Business, Marketing, Design, Psychology, Hospitality Management, Service Design, Organizational Development, or a related field.
• 2–5 years of experience in Customer Experience, Service Design, Service Excellence, Hospitality, Organizational Culture, Employee Experience, or related fields.
• Experience in customer journey mapping, service blueprinting, and design thinking methodologies.
• Experience supporting culture transformation, service quality, or customer‑centric initiatives is an advantage.