Deputy Director, Customer Insights

(What the role is)

Health Promotion Board (HPB) is committed to inspiring a healthier Singapore. As a trusted partner of our citizens, we strive to deliver intuitive and personalised experiences that empower individuals to embrace holistic well-being.

To serve Singaporeans, HPB engages its customers via online and offline touchpoints such as outreach through the different settings including workplaces, schools, community, health screening/ school health and dental services. HPB also manages a contact centre, corporate website, social media platforms, HPB's Healthy 365 mobile app, and conduct roadshows in support of specific programmes.

As we embark on a transformation journey to enhance our customer experience delivery across the various touchpoints, we are looking for a data-driven leader with a proven track record in enhancing customer satisfaction and touchpoints improvements, who will play a pivotal role within our organisation, to lead the development and implementation of a comprehensive customer insights programme, oversee customer survey management, and lead CX strategy implementation and service process improvement initiatives.

(What you will be working on)

1) Lead and Drive Customer Insights

• Design and implement robust strategies for gathering, analysing, and interpreting customer insights from diverse channels—including surveys, survey tools, feedback mechanisms, and customer interactions.
• Conduct in-depth analysis of customer feedback, behavioural patterns, and interaction data to identify trends, root causes, and opportunities for experience enhancement.
• Translate customer insights into actionable recommendations that pinpoint pain points and experience gaps across key touchpoints.
• Drive and execute Know-your-customer segmentation and other customer insights related projects

• Present findings and insight-driven recommendations to internal stakeholders (e.g., programme and service teams) to support evidence-based decision-making to formulate action plans for improvements.

• Collaborate with cross-divisional/functional teams to implement process enhancements and lead continuous improvement initiatives to optimise service delivery.

• Use data analytics, machine learning, and automation tools firsthand to enhance how insights are generated and applied across operations.

• Develop and enhance reporting dashboards using Power BI and survey platform tool to streamline data visualisation and stakeholder reporting

2) CX Strategy and Execution of CX Community of Practice

• Develop and implement a comprehensive CX strategy and roadmap, outlining clear objectives, engagement strategies and actionable initiatives to drive citizen-centricity and system-wide CX adoption.
• Establish CX standards and governance processes to embed a consistent and high-quality experience across all service areas.

• Lead the execution of the CX Community of Practice (CoP), working across divisions to build CX capabilities, drive CX related communication and engagement to foster collaboration and scale best practices.

• Provide regular updates and present updates at senior CX forums, enabling strategic prioritisation and supporting data-informed decision-making.

• Activate board-wide change management strategies to drive adoption of the new CX strategy—identifying and addressing barriers to change, develop mitigation strategies, fostering a culture of openness and adaptability and continuous learning.

3) Lead and Drive Service Design

• Lead cross-functional teams in designing and implementing service improvements using Human-Centred Design (HCD) methods—from insight gathering and journey mapping to prototyping and delivery for Service Design projects
• Drive continuous improvement initiatives, embedding iterative feedback loops to optimise service delivery and address emerging needs.
• Utilise customer insights and behavioural data to reimagine end-to-end service journeys—ensuring they are intuitive, inclusive, and aligned to citizen goals.

4) Team Leadership, People Development, and Budget Management

• Lead and inspire cross-functional CX, insights, and service design teams, fostering collaboration, innovation, and accountability.
• Develop team capabilities through coaching, mentoring, and structured learning opportunities, aligned to the organisation's CX maturity goals.
• Plan, monitor, and manage budgets across CX and service transformation portfolios, ensuring strategic allocation of resources.
• Oversee procurement and contract management processes, ensuring compliance, delivery of outcomes, and optimisation of the value for the organisation as well as vendor relationships.

Monitor contract performance and compliance throughout the contract lifecycle

(What we are looking for)

Requirements

• Bachelor in Business, Service Management, Service Design, Statistics, Data Analytics, or a related field.
• Certifications in Customer Experience Management (CXM), Service Design, Agile methodologies, BPR, Six Sigma, Lean methodologies, and data analytics (e.g., SAS, SPSS, Python, or equivalent) are desirable.
• Minimum of 10-12 years of progressive experience in customer experience, market research, service management, and data analytics.
• Proven track record in leading and managing teams.
• Experience in developing and implementing customer experience strategies.
• Strong analytical and problem-solving skills with proficiency in data analysis, statistical software, and key driver analysis.
• Experience in designing and conducting customer surveys and research.
• Knowledge of survey management systems, customer data management, and data warehousing.
• Experience in process improvement methodologies (e.g., BPR, Six Sigma, Lean) and service blueprinting.
• Proficiency in data visualisation tools (e.g., Power BI, Tableau) and process mapping software (e.g., Visio).

Skills Requirements:

• Strategic thinker: Ability to develop and execute a long-term vision for customer experience.
• Strong leadership skills: Proven ability to lead and inspire teams.
• Excellent communication skills: Effective in communicating complex ideas to both technical and non-technical audiences.
• Analytical mindset: Strong problem-solving skills; meticulous in data analysis and deriving actionable insights.
• Customer-centric: Passionate about delivering exceptional customer experiences.
• Results-oriented: Focus on achieving measurable outcomes and driving business impact.
• Change management: Ability to lead organisational change and overcome resistance.
• Collaboration: Strong interpersonal skills and ability to build relationships across departments.
• Influencing skills: Ability to persuade and influence stakeholders at all levels.