Jee Moon is the Vice President of Marketing for American Express Global Merchant Services, responsible for the Asia Pacific region. She is a seasoned marketer with over 20 years of management experience building and transforming brands and businesses across the US, Europe, Middle East and Asia Pacific. Business and customer-led brand transformations are her sweet spot and customer intimacy her passion.
Prior to joining Amex, Jee held chief marketing roles at organisations such as Luxottica (retail and healthcare), Best&Less (retail), Westpac (financial services), Vodafone, Dell and Canon. In her last two roles in retail, she was part of the executive teams, responsible for the turnaround of the businesses, returning them to growth and profitability. Jee holds a BA in International Relations from Tufts University in Boston, MA, and an MBA from the University of Cambridge, UK. In 2016 she was named one of Australia’s top 50 CMO and in 2018 qualified to serve as board director.
CLIENT PANEL: BEYOND NUMBERS – IMPROVING YOUR CX WITH ‘THICK OR SMALL’ DATA INSIGHTS
Investment in big data has dominated most businesses when trying to understand the customer and brand experience. In today’s world, there has been a big pendulum swing towards the quantitative data with most businesses making decisions solely on the dashboards of big data. Although this frames what is going on in an organisation, it delivers a very rational of view of the user and we have seen evidence of this in recent Royal Commissions.
Historically, the gathering of ‘the why’, the qualitative investigation, has been expensive, slow and outsourced to traditional research agencies. A cost-effective way to solve problems, develop market relevant ideas, ideate quickly and feel more connected to the customer has not been available to clients until now.
Key Content Points:
1. The clients view on why ‘thick data’ is important in their business
2. The trials & tribulations when asking brand and marketing teams to talk to customers themselves
3. Examples of the benefits of clients doing it themselves