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CX Edge Benchmark Study // Launch Event

March 1, 2023 / 3PM SGT
Location: SAP Singapore
30 Pasir Panjang Rd, #03-32 Mapletree Business City, Room 309, Singapore 117440

More than ever, it is crucial for organisations to better understand and serve the shifting needs of customers. However, it can be difficult for insights practitioners to know where to start.

The Singapore CX Benchmarks Study is the first of its kind created to support experience management professionals to understand how the expectations of digital edge consumers differ, and what types of experiences trigger more extreme reactions of delight, or anger and frustration.

Join Qualtrics and the Centre of Experience Management on 1 March to be the first to hear key insights from this study. You’ll hear from Gerald Tan, Head of Insights at Singapore Airlines, Rachel Chng, Regional Head, Voice of Customer at Lazada, Natalia Goh, Chief Operating Officer at Trust Bank, Lara Truelove, Program Leader at the Center for Experience Management and Harish Agarwala, Head of Customer Experience Strategy – Southeast Asia at Qualtrics about their learnings and what they are doing to meet the changing needs of their customers.

What you will learn:

  • Robust metrics that indicate performance of brands in delivering customer experiences and measures of loyalty
  • Signals of experience quality
  • Areas of opportunity for improvement and innovation to keep up with customer expectations


3:00pm Arrival and Registration
3:30pm Welcome and opening – Mao Gen Foo, Head of Southeast Asia, Qualtrics
3:40pm CX Edge Study Results – Lara Truelove, Center for Experience Management
4:20pm Panel Discussion – led by Harish Agarwala with special guests:
Gerald Tan, Head of Insights, Singapore Airlines
Rachel Chng, Regional Head – Voice of Customer, Lazada
Natalia Goh, Chief Operating Officer, Trust Bank
4:50pm Open discussion and Q&A
5:20pm Close and Refreshments
6:00pm Event concludes

We look forward to hosting you.

Thank you for your interest, we have reached capacity for this event. Please keep an eye out for the full report which will be available 2 March 2023. We look forward to hosting you at our next Qualtrics event.


Picture of Gerald Tan

Gerald Tan

Head of Insights, Singapore Airlines

As the head of Customer Insights and Research at Singapore Airlines, Gerald has implemented the current Voice of the Customer program for the airline, leveraging the tool to improve customer experience. He also helps provides insights for the business to guide decision
making. He earned his MBA from Boston University and as a market research practitioner for more than 20 years, he brings experience from different industries such as automotive, consumer electronics, finance and aviation.

Picture of Rachel Chng

Rachel Chng

Regional Head, Voice of Customer, Lazada

Rachel leads the Customer Care's Voice of Customer team at Lazada and is responsible for holistic insights on buyer and seller perception. Her team builds and scales key business-integrated research programs for both buyers and sellers in 6 markets.

Rachel has been pioneering Voice of Customer initiatives for Lazada since 2018. She believes in empowerment through analysis frameworks backed by strategic thinking and close partnership with the business. Rachel champions the growth of her team and nurtures talents to lead highly customised Voice of Customer initiatives.

Picture of Natalia Goh

Natalia Goh

Chief Operating Officer, Trust Bank

Natalia is the Chief Operating Officer of Trust Bank where she is responsible for banking operations, customer service and customer experience.

Prior to this, Natalia was part of Standard Chartered Bank in Singapore where she was responsible for product development, partnerships, sales, and support operations with a focus on driving digitalisation and enhancing customer experience. Under her leadership, the team rolled out several industry award-winning digital capabilities such as gamification, onboarding,and real-time offers.

Natalia has been in banking since 2008 with experience across strategy, retail distribution and customer segmentation. She holds a BA in Economics and International Studies from Northwestern University and an MBA from Harvard Business School.

Picture of Lara Truelove

Lara Truelove

Program Leader, Center for Experience Management

Lara leads the Center for Experience Management, an initiative by SAP, with Qualtrics and Singapore Economic Development Board (EDB). The Center provides benchmark research resources, knowledge sharing and skill building in XM (experience management).

Based in Singapore since 2003, Lara’s career spans customer experience and insights leadership, marketing, product management and consulting. Lara is currently focused on is the development of XM skilled talent, as more organisations step up human insight-led decision making.

Picture of Mao Gen Foo

Mao Gen Foo

Head of Southeast Asia, Qualtrics

With more than 20 years’ experience in the IT industry, Mao Gen Foo has worked with many clients across industries in Asia to solve business challenges leveraging tech solutions.

Mao Gen is the Head of Southeast Asia for Qualtrics – the leader in experience management software, allowing organisations to measure, prioritise, and optimise the experiences organisations provide across the four foundations of business: customer, product, employee and brand experiences. He is based in Singapore, which is the Qualtrics headquarters for the Southeast Asia region.

Picture of Harish Agarwala

Harish Agarwala

Head of Customer Experience Strategy Southeast Asia, Qualtrics

Harish heads the Customer Experience solution strategy for SEA and India at Qualtrics. He is a Marketing & CX leader with experience in consulting, financial services and technology.

Prior to Qualtrics, Harish spent more than a decade in Financial Services and has led brand, marketing and large-scale CX programs in his past roles. He has used design-thinking and a customer-first approach in designing and launching some breakthrough products and campaigns. Harish consults Qualtrics Enterprise clients on Experience Management and helps organisations set up and scale their CX programs to get maximum value out of experience management.

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